Branding NPOs
- Created by: Sess
- Created on: 11-05-15 16:12
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- 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'
- To the company
- 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 Assests
- Definition
- 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 Assests
- 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'
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