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Unicef Case Analysis

This document discusses UNICEF's plans to rebrand itself to improve its brand equity and positioning. It analyzes UNICEF's history and brand image. While there is resistance internally to changes, rebranding is seen as necessary to convey UNICEF's goals of advocating for total children's welfare. The document recommends keeping the mother-child emblem but modifying the strap line. Other changes to fonts and colors would make the brand feel fresh while retaining its essence.

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humtuma01
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419 views7 pages

Unicef Case Analysis

This document discusses UNICEF's plans to rebrand itself to improve its brand equity and positioning. It analyzes UNICEF's history and brand image. While there is resistance internally to changes, rebranding is seen as necessary to convey UNICEF's goals of advocating for total children's welfare. The document recommends keeping the mother-child emblem but modifying the strap line. Other changes to fonts and colors would make the brand feel fresh while retaining its essence.

Uploaded by

humtuma01
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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 New Brand positioning – Will it yield desirable

results in the future?

◦ Rebranding issues in terms of future positioning of


UNICEF
◦ Perceived Brand Image among the general public
◦ Resistance within UNICEF for the proposed changes to
the branding elements like emblem, strap line, font
and color.
◦ Whether the new Brand will convey UNICEF’s future
goals and objectives with respect to Total Children
welfare
 Tracing UNICEF time line
◦ Started as an agency to protect child rights in Europe
after WWII
◦ Recognized as a body under the U.N general
assembly in the fifties. Recognition improved
UNICEF’s stature resulting in worldwide recognition
◦ Since 50’s UNICEF started playing an active role in
the protection of Children rights
 Brand Image
◦ UNICEF was perceived as an old & traditional
organization which is bureaucratic and slow
 Brand Equity
◦ Brand equity was not high as Brand knowledge was
limited
◦ Brand could not find ‘resonance’ with a wider
audience
 Brand Equity and Impact
◦ Limited Brand Equity could impact revenues for
UNICEF from the general public
 33 % of the income is from Non governmental bodies
like private donors and general public
◦ Marketing efforts like co branding and corporate
alliances may not succeed
 Rebranding is necessary for better Brand
equity
 Rebranding will convey the Brand essence of

UNICEF
 Rebranding is a must for the current Brand

Positioning
◦ UNICEF wants to position itself strongly as a group
involved in Advocacy programs at the Government
level
◦ UNICEF wants to be brand that is associated with
Total Children Welfare from the early stages till
adolescence
◦ Mother and Child emblem should not be changed or
removed as this attribute has an emotional appeal
◦ The text ‘ Advance Humanity’ could be removed as it
is perceived to be over ambitious in its meaning
◦ All other changes related to fonts, color etc are fine
as these will bring freshness and convey the Brand
Essence of UNICEF
 Rebranding is necessary because
◦ Brand audit revealed low brand awareness for UNICEF
among the general public
 Recommendations for the Branding elements
◦ UNICEF text and emblem should not be separated
◦ No changes should be done to the emblem
representing mother and the child
◦ Strap line should be modified without the word
‘advance humanity’
◦ Changes to the font color, back ground, capitalized
‘I’, lower case text can be retained
◦ Strap line should be combined with the text ‘ United
Nations Children’s Fund’.

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