A large majority of the population is willing to donate goods, monies and services to charity. These individuals tend to donate items to large well-known charities rather than small ones. Brand Image If an individual sees or hears the acronym VA, two ideas will formulate quickly in most Americans mind that represent these initials. The state of Virginia (VA) or Veterans Affairs (VA) is the common response. Why does this association with Virginia or Veterans Affairs occur? Due to the concept of branding, a successful brand brings an immediate association to the product, service, organization, corporation, state, and country. Every component of marketing; price, place, product, and promotion is centered on the identification of the product or service. “A brand is defined as a name, term, symbol, design, or combination thereof that identifies a seller’s
SAVE OUR VETERAN'S ASSOCIATION 7 products, and differentiates them from competitors’ products” (Lamb, Hair, & McDaniel, 2010). Is there validity that a name can kill or make a product; yes? Tony the Vet has walked an unfathomable number of miles across the United States to raise the awareness of the deterioration and need for Veteran Associations. However, in a class of 32 marketing students, on a campus that he visited only four months ago, only four to five raised their hand in recognition of his cause. “Tony the Vet” as a brand, is not giving Mr. LoBue an expansive national exposure for his cause. Another unlucky company name was eMoonlighter.com. This company provided staffing for those employers requiring highly technical staff during the 90s. “When the dot.com bubble burst, so did the firm’s services, making the name more a hindrance than a help” (Shropshire, 2005). Selection of a name is critical for product identification. A name can mean the success of a company, just “Goggle” it. The name “Goggle” carries clout globally and has been placed in modern dictionaries. One of the three main purposes of branding is product identification; furthermore, it is the most important purpose according to Lamb, Hair and McDaniel authors of several marketing textbooks. Clearly, the public is not responding to “Tony the Vet” as a brand. However, the message he is attempting to convey is an organization to support veteran services and not support him as an individual. Distinguishing the organization SOVA, Support Our Veterans Association, from “Tony the Vet” has not been accomplished. SOVA is the brand or service that Tony LoBue is representing. “Experts claim that a well-selected company name tends to draw the attention of consumers and boosts a firm’s image…a detailed research on a variety of dialects in order to ensure that a particular name does not carry a bad connotation” (Williams, 1997). The chart labeled appendix one displays the results of a monkey survey sent 26 July 2011 to 04 August
SAVE OUR VETERAN'S ASSOCIATION 8 2011, which polled individuals on the type of acronyms that are easier to remember concluded SOVA, a four letter acronym is harder to recall than SVA, a three letter acronym. “Marketing
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- United States Department of Veterans Affairs, Veteran, SOVA Organization, mr. lobue, Anthony A. LoBue