Anand Shankar (aks409) Assignment 6b, MKTG-GB.2365.

00, Spring 2012

Pick a category and identify the brands with the highest equity level and the underlying reasons As per a survey conducted by the Harris Poll EquiTrend study, the nonprofit sector overall had demonstrated steady improvement in brand equity among consumers since 2007. In this exercise, I have evaluated non profit organizations for their brand equity levels and underlying reasons. The nonprofits that have notably outperformed the industry average include Best Friends Animal Society National Wildlife Federation The Humane Society of the United States Audubon ASPCA (The American Society for the Prevention of Cruelty to Animals) PETA (People for the Ethical Treatment of Animals) National Kidney Foundation New York Metropolitan Museum of Art American Diabetes Association and Goodwill. American Red Cross World Wildlife Fund (WWF)

Underlying reasons Brand Resonance - Animals, both as pets and as wildlife is an important focus for many American families. Likewise hospitals and other organizations which focus on addressing needs are perceived better compared to brands like the New York Metropolitan Museum of Art which seeks patronage for preserving culture in art and music. Consumer Perceptions - Patrons have great respect for organizations working for a greater good, but that doesnt mean they ignore negative publicity about these organizations. Given the abundance of alternatives,

where one can donate resources, brand equity in this highly competitive space is built slowly but can be lost extremely quickly. Brand Awareness These organizations are more visible due to endorsement from celebrities, advertisements on social media, television, internet etc. Consistency of Brand Elements and Image - The American Red Cross, the Salvation Army, or the March of Dimes these great iconic nonprofits are so well branded that when you think of each of them, the very name calls up a host of associations, reminiscences, positive feelings, and the satisfaction that you know them. Intelligent use of the brand Nonprofit executives believed that increased visibility, favorable positioning in relation to competitors and recognition among target audiences would translate into fundraising success. o However the successful organizations see the brand as having a broader and more strategic role in its core performance, as well as having an internal role in expressing an organizations purposes, methods, and values. o At every step in an organizations strategy and at each juncture in its theory of change, a strong brand is increasingly seen as critical in helping to build operational capacity, galvanize support, and maintain focus on the social mission. References http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_se ctor http://www.coneinc.com/nonprofitpowerbrand100 https://www.harrisinteractive.com/

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