International Branding

In: Business and Management

Submitted By B2Buser
Words 3753
Pages 16
1. Understanding Branding

A brand in its simplest form is a name, logo, design or image used by an organization to identify a product or service and distinguish it from that of their competitors (Kotler et al 2012). However, the perceptions about brands are changing, and many academics now define brand as a powerful psychological construct held in the minds of all those aware of the branded product, organization or movement (Kylander and Stone 2012).
Unlike the commercial sectors, charities and the not-for-profit sectors have long been reluctant to engage in strategic branding activities. Despite big charity organisations like RSPCA and Greenpeace having universally recognized brand images, the need to have a strong brand is still disputed by many charity practitioners (Saxton, 2008). Hankinson (2001) suggests that this could have been the result of greater complexity of charity brands compared to commercial brands, the difficulties in committing internal stakeholders to branding concepts or merely the risk of being seen as ‘too commercial’ or even ‘immoral’.
However, the past decade has witnessed a paradigm shift in branding activities in the non-profit sector, and branding seems to be at an inflection point in its development. (Kylander and Stone 2012)
2. Role of Branding in the Charity and Not-for-profit Sector

Until a decade ago, the major role of a ‘brand’ in the non-profit sector was to act as a fundraising tool for the organization. But branding today has gained a more strategic role in the organization’s core performance, and is viewed by many as a critical component for building operational capacity, gain support and maintain focus on the social mission. (Kylander and Stone 2012)
A recent research by Harvard University’s Hauser Centre for Non-Profit organizations has led to the development of a new model for brands within non-profit…...

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