unit 5 assignment mark doctor - distinctive a brand is...

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Doctors without Borders 1 Doctors without Borders The non profit brand has dual objective for enhancing fundraising & for ensuring implementation of mission of the organization. Additionally, the non-profit organization is tending to be much de-centralized, with less formal’s hierarchy. It may mean that the implementing activity which protects the brand & attempting for updating or modifying brand mostly meet with the resistance internally. In few cases, the highly de-centralized organization like Medecins Sans Frontier which is called as Doctors without Borders depends on the brand for providing the organization’s cohesion. Brand is glue holding the component of global organization together. The brand strength of the Red Cross brand has been viewed as the function of the brand vitality and the brand stature (Laidler-Kylander, 2006). Based on the researcher of customer the brand vitality was the function of the differentiation of the brand like how
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Unformatted text preview: distinctive a brand is perceived to be. The brand stature was the function of the esteem of a brand like how regarded a brand was & the knowledge of brand like how known a brand was. The Red Cross brand must be strengthens when this was much differentiated in the mind of customer. They thought that the opportunity existed for bridging a passive, female supporter are the features of existing brand with male, difference maker & the change agent of many missionary brand images of the organization like Medecins Sans Frontier which is doctors without borders. We have seen this organization as trustworthy & great organization which everybody respects & knows. Doctors without Borders 2 References Laidler-Kylander, J. A. (2006). International Federation of Red Cross and Red Crescent Societies. The New Global Brands: Managing Non-Governmental Organizations in the 21st Century ....
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  • Spring '11
  • millazzo
  • Brand, Non-profit organization, Non-governmental organization, International Committee of the Red Cross, Medecins Sans Frontier

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