Branding Analysis

A nonprofit organization may use a variety of methods to differentiate its products and services. This is commonly referred to as branding and the process is essential to the successful marketing of a nonprofit organization. Without a positive image, the organization will face difficulties in selling their story to potential donors.

For this assignment, you will analyze the branding strategies a nonprofit uses. You can use an organization with which you are personally familiar, or you can use a popular organization such as the American Red Cross, The United Way, The Salvation Army, etc. You will analyze the following:

• The logo of the organization as a branding strategy
• The existence of a tag line as a branding strategy
• The use of the mission statement as a branding strategy
• The values of the organization as a branding strategy
• How well the organization has branded its products and services in terms of attracting donors to the organization
• Recommendations for change

You will present this analysis as if you were a consultant hired by the board of directors of the nonprofit organization. Your presentation will be a 10-15 slide PowerPoint. Keep in mind your PowerPoint should be presented in presentation format, so you will need to either narrate it (via an audio file) or include presentation notes. If you choose to narrate your presentation, each slide should have a 1-2 minute narration. If you choose to add speaker notes, each slide should have 150-200 words of notes that are written in academic language and formatted in APA style.

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