Branding NPOs

HideShow resource information
View mindmap
  • Branding NPOs
    • Definition
      • A name, term, sign, symbol, design or a combination intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors
      • Kotler + Keller (2006)
    • Advantages of brands
      • To the company
        • Helps distinguish them
        • Helps customer associate certain feelings to them
        • Creates a lasting positive impression
        • Cuts through communications clutter
        • Secures media coverage through use of logo
        • Gives donors a sense of ownership
      • To consumers
        • Reduces level of risk when buying
        • Reduces decision making time by helping people identify their preferred product/service
        • Brands are indications of quality
        • A reassurance its money spent on something 'worthwhile'
    • Disadvantages of Brands
      • Costs involved in establishing it are high
      • Branding may 'professionalise' a charity so no one will donate
    • Brand Positioning
      • Brand Assests
        • What makes it distinctive?
        • What images come to mind with it? What relationship with its consumers does it have?
      • Brand Domain
        • It's target marketing
        • Where it competes
      • Brand Heritage
        • The Brand's background/ culture
        • How it achieved success/ failure
      • Brand Reflaction
        • How the brand affects self identity
        • How the customer sees themselves when buying a brand
      • Brand Values
        • Core values & Characteristics
        • How does it make you feel
      • Brand Personality
        • The character
      • Jobber & Fahy (2009)
  • Brand Positioning
    • Brand Assests
      • What makes it distinctive?
      • What images come to mind with it? What relationship with its consumers does it have?
    • Brand Domain
      • It's target marketing
      • Where it competes
    • Brand Heritage
      • The Brand's background/ culture
      • How it achieved success/ failure
    • Brand Reflaction
      • How the brand affects self identity
      • How the customer sees themselves when buying a brand
    • Brand Values
      • Core values & Characteristics
      • How does it make you feel
    • Brand Personality
      • The character
    • Jobber & Fahy (2009)
  • To consumers
    • Reduces level of risk when buying
    • Reduces decision making time by helping people identify their preferred product/service
    • Brands are indications of quality
    • A reassurance its money spent on something 'worthwhile'

Comments

No comments have yet been made

Similar Marketing resources:

See all Marketing resources »See all Branding resources »