Week 2: BRANDS AND BRAND BUILDING

We did get a detailed response from Act for Change. We then decided to run a SWOT Analysis on the organisation. The insights from the SWOT analysis revealed that Act for Change as a brand had a lot of internal and external challenges which needs to be worked on. 

However, top on the list of Act for change request was to change the brand logo to a more attractive logo. To the group, we agreed to having an attractive brand logo which adds to the aesthetics but that should not be the major reason for revamping the brand logo.

The main purpose of this media project is to build the brand, Act for Change. We would refer to Act for Change which is a non-profit organisation as a brand from the definition of Aaker (2014). He defined a brand as "far more than a name and logo, it is an organisation's promise to a customer to deliver what the brand stands for".

My group and I agreed to go by this definition which suits the present situation of our client having analysed the organisation. Our Client was more interested in the brand logo than in building the brand itself. 

We wanted our Client to look beyond what the organisation looked like to what its stakeholders think about it. My group agreed that public relations will be an effective communications tool to use to build brand awareness, stakeholder's relationship as well as the brand itself. However, we were able to let our client know that public relations can only deliver one aspect of this goal. It will be better to adopt an integrated marketing communications which will be most effective in achieving these goals.

REFERENCES

Aaker, D. (2014) Aaker on branding. New York: Morgan James.