Deck 7: Branding

Question 1

Explain both sides of the argument - for and against - branding in a nonprofit

Answer 1

For:
Creates name recognition to aid in fundraising and volunteer recruitment
It helps to communicate the nonprofits' unique contribution to society
It helps the nonprofit serve its constituents better by establishing its uniqueness in a very cluttered nonprofit world
It reflects the organizations' mission and values
Against
De-humanizes human services by making it a "commodity" - creating a "nikefication" of social constructs such as faith, history, culture, etc. and making them analogous to jeans.
It costs too much
It fosters "unhealthy competition"
It promotes hoarding of information
It leaves donors and supporters confused about how their support is making a difference, versus just "promoting' the nonprofit

Question 2

What are the reasons that British researchers believe that nonprofits do so well on the trust dimension?

Answer 2

Target audiences are less suspicious of the motives of nonprofits
The organization's missions are of high social value
The ranked organizations operate with one brand for all their activities
There is little ambiguity in the top organizations' objectives and consistency over time.
Nonprofits can garner more "free media" coverage because they deal with emotional issues.

Question 3

Identify the steps to building a brand.

Answer 3

(1) Decide on what you want the brand to do and who are the brand's key audiences;
(2) Conduct qualitative research among key audiences to understand the brand competitor positions;
(3) Conduct quantitative research to identify competitive positions and the "space" available in the competitive landscape;
(4) Based on the research, determine if you are satisfied with your current position, and if not where change is necessary - define the position's brand and brand promise;
(5) Get consensus from staff and board;
(6) Develop and pre-test an integrated brand strategy; and
(7) Monitor the impact of the branding strategy continually.

Question 4

What are the nine important brand concerns upon which nonprofits must focus (according to Keller)?

Question 5

What are the detailed elements of building a brand?

Question 6

Branding a nonprofit organization and programs adds value because

A) Costs are lower and neglected market segments are reached
B) It serves as shorthand for the organization and its various offerings.
C) it reduces the risks in communicating information
D) it guarantees a certain donor base
E) It is easy and inexpensive to do

Question 7

Which of the following is a finding that British researchers identified as a reason why nonprofit brands do so well in the trust dimension?

A) Nonprofits are spending lots of money on branding - more than some for profit organizations
B) Nonprofits deal with simple, logical value propositions equally apparent to all
C) The nonprofit organizations' missions are of high social value
D) Branding increases budgets of nonprofits, and people trust wealthy organizations
E) Nonprofits are inherently differentiated, so branding works easily

Question 8

To be successful, a brand must have - above all -

A) A good logo
B) A spokesperson who is widely recognized
C) Distinctiveness
D) A branding specialist either employed or hired as a consultant
E) A basis in quantitative research

Question 9

A good example of a "campaign brand" as opposed to an organization brand is

A) The World Wildlife Fund's Saving Endangered Species campaign
B) The American Legacy Foundation's Truth Campaign
C) Greenpeace's Ships at Sea Whale Protection campaign
D) Amnesty International's Make Some Noise - Save Darfur campaign
E) Oxfam's Make Trade Fair campaign

Question 10

The "step" in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience's perception of the competitive "space" is:

A) Conduct quantitative research
B) Decide on the purpose of the brand and who are key audiences
C) Conduct qualitative research
D) Develop and pre-test an integrated strategy
E) Assess brand promise and current positioning

Question 11

A few years ago, which major nonprofit undertook a major organization-wide effort to reposition its brand because research found the agency was viewed as "like a stodgy old man?"

A) The United Way
B) The American Heart Association
C) Office of National Drug Control Policy
D) Habitat for Humanity
E) The American Cancer Society

Question 12

The typography for a symphony orchestra's logo would most logically be:

A) Whimsical
B) Child-like
C) Bold
D) Elegant
E) Small script

Question 13

A good example of a brand slogan for a local hospital would be

A) Leading the way in healthcare
B) Caring for the people of Johnson County
C) People helping People
D) The country's leading hospital
E) The power to make you better

Question 14

A staff member who gives the impression that he or she is impatient to get to the next call is an indication of a nonprofit's failure to:

A) Live the brand
B) Invest in branding
C) Advertise the brand
D) Establish a symbol for the brand
E) Brand a campaign instead of the organization