Building Brand Equity, or Not

from The Wall Street Journal:

Charity Brawl: Nonprofits Aren’t So Generous When a Name’s at Stake

Trademark turf battles characteristic of sharp-elbowed corporations are erupting across the typically amicable world of nonprofits. Charities raising money for the same cause are getting into dust-ups over fonts, logo designs and other branding minutia.

Nonprofits say the details are no small matter. Some groups contend they have lost sizeable donations when donors mistakenly wrote checks to another charity with a similar name.