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’.