Unicef Case Analysis

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Why do organisations like UNICEF need branding? i. UNICEF and its national committees were facing increased competition, particularly from child sponsor organizations such as Save the Children and World Vision. These organizations raised more money than UNICEF and UNICEF also failed in forging corporate ties. This may be also because since it was thought to be related UN people considered it to be rich. ii. UNICEF got the major chunk of its income from voluntary contribution; however the regular sources of income seem to be shrinking which has made the management worried. Greeting card is also giving less net revenue. Thus the resources seem to be drying. iii. Research showed that while the UNICEF image was positive, the…show more content…
Similar to other bureaucratic organisations it was thought to be cumbersome. The cynicism associated with UN was also affecting UNICEF to some extent. ii. The use of number of logos, emblems and strap lines in different countries by UNICEF is creating a lot of problem in projecting one single global image for the organisation which is creating a lot of confusion among the people. iii. The awareness about UNICEF was very shallow in the public as, though the name was well known people did not know about its functions. iv. The brand profile of UNICEF consisted of both rational and emotional value; however it could not focus on the emotional part of it. v. One major challenge that the management at UNESCO is facing is that of aging as most of its volunteers are over 50 years of age. This has resulted in the formation of a less dynamic image and which is very difficult to get rid of.
What should protagonist do?
Ans: The protagonist should look into the strengths and weaknesses of the organization. Should look carefully as what people perceive the organization and what the organization wants the people to feel about the organization. When this “gap” is analysed then, she should find out the alternatives which can fill this gap and bring about desired results. The proposed recommendations can be: i. Maintaining a single logo and brand across all committees, no further alteration by any
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