THE NEW GLOBAL BRANDS: MANAGING NON-GOVERNMENT ORGANIZATIONS IN THE 21ST CENTURY includes twelve Harvard Business School cases involving not-for-profit agencies and how these agencies establish brand identities worldwide. Agencies include Doctors Without Borders, Peace Winds Japan, CARE USA, and Oxfam America.
Professors Quelch and Laidler examine these aid agencies in terms of their success or struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values.
Table of Contents
Introduction PART 1. Mission and Strategy. Case 1: Starting Out:Peace Winds Japan. Case 2: Redefining Mission:Amnesty International. Case 3: Mission, Strategy and Organization:Oxfam America. PART 2: Progress and Performance. Case 4: Managing Organic Growth:BRAC. Case 5: Growing Through Partnering:ACCION International. Case 6: Assessing Performance:International Federation of Red Cross and Red Crescent Societies. PART 3: Brand Meaning. Case 7: Understanding Brand Meaning:UNICEF. Case 8: Communicating Brand Meaning:CARE USA. Case 9: Managing Dual Brands:The BRAC and Aarong Commercial Brands. PART 4: Brand Value. Case 10: Assessing Brand Value: Habitat for Humanity International:Brand Valuation. Case 11: Leveraging Brand Value:WWF. Case 12:Sustaining Brand Value: Médecins Sans Frontières.