This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Doctors Without Borders 1 Brenda Russell Doctors Without Borders AB219: Marketing Instructor Millazzo October 3, 2011 Doctors Without Borders 2 Doctors without Borders The non profit brand has dual objective for enhancing fundraising and 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 and 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 and the brand stature (Laidler-Kylander, 2006)....
View Full Document
This note was uploaded on 10/20/2011 for the course BUISNESS ab202 taught by Professor Millazzo during the Spring '11 term at Kaplan University.
- Spring '11