A study of Brand Communications within NGO´s

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Bachelor defence, Branding communications.
Subject: A study of Brand Communications within NGO´s

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A study of Brand Communications within NGO´s

  1. 1. 1
  2. 2. Agenda 1. Introduction 2. Problem Statement 3. Brand Narrative 4. Brand Community 5. Conclusion 6. Bibliography 2
  3. 3. Problem Statement “How can branding communication theories help FTT to increase their position in Denmark?” 3
  4. 4. Fairtrade Towns in Europe 10.05.13 Tadeusz Makulski 4
  5. 5. Brand Narrative “Brand narrative is the story of ideas, experiences, values that represent the tangible, authentic depth integrity of the brand’s emotional relationship with its customer.”(Mootee, Idris) 5
  6. 6. Brand Narrative Brand Narrative = Brand Storytelling Historical vs. Present  Future Beginning, Middle & End (Schembri: 626) 6
  7. 7. Brand Narrative Why is brand narrative relevant? • “Nothing in the social world makes sense before we interpret the objects, actions and behaviour in the social world” (Schembri: 626) • Emotions towards the brand can help break through the “clutter”. • Can be used as a tool in the process of “creating meaning”. • Building brand equity. 7
  8. 8. Brand Narrative “We have a story & it is an important story. People wishing to join the organisation need to understand that.” (Davies:86, Thesis:34) 8
  9. 9. Brand Narrative How can FTT implement brand narrative? • It must be coherent through all communication • Communicate the narrative  story telling • Include the stories of FTTs (local) and share it. – The story of how the FTT concept was created. – Link to the already existing narrative of Fairtrade Denmark (visiting the farmers) 9
  10. 10. Brand Narrative FTT must learn to create stories that are: 1. Authentic and make emotional connections. 2. Rooted in the brand’s personality. 3. Exciting to consumers and drive actions. 10
  11. 11. Brand Narrative Content strategy + sharable stories = Engaging time spent with your brand! 11
  12. 12. Brand Community • “(…) a specialised, non-geographically bound community, based on a structured set of social relationships among admires of a brand” (Muniz: 412) 12
  13. 13. Brand Community Brand communities are most likely to form around brands with – A strong image – A rich and lengthy history – Threatening competition (the underdog) (Muniz: 412) 13
  14. 14. Brand Community The 3 main characteristics: – Consciousness of kind – Existence of shared rituals and beliefs – Sense of moral responsibility (Muniz: 412) 14
  15. 15. Brand Community Possible advantages • Enhance the customer loyalty, Marketing efficiency, Brand authenticity (Fournier & Lee: 105) • Enhance the brand equity (Muniz: 427) • Actualizing relationship branding (Muniz: 427) • Gathering feedback • Strong and positive brand ambassadors 15
  16. 16. Brand Community Implementation • Online: – It is fast, and world wide – This can become superficial (Fournier & Lee: 110) • In person: – Meeting face to face can create stronger connections (Fournier & Lee: 111) How the advertisement of FTT is conducted it of importance. It should be aligned with the rituals and traditions of the community. (Muniz: 424) 16
  17. 17. Brand Community Possible disadvantages • Brand meaning is socially negotiated (Muniz: 414) • People join communities for different reasons • Losing control of conversations • Members disliking changes • Sabotage • Recourses spend on developing and maintaining 17
  18. 18. Bibliography • Dahlén, Micael, Fredrik Lange, and Terry Smith. Marketing Communications: A Brand Narrative Approach. Chichester, U.K.: Wiley, 2010. • Davies, Iain A., and Andrew Crane. "Ethical Decision Making in Fair Trade Companies." Kluwer Academic Publishers (2003): 79-92. • Fournier, Susan, and Lara Lee. "Getting Brand Communities Right." Harvard Business Review. Harvard Business Review, Apr. 2009. Web. 15 June 2013. <http://hbr.org/2009/04/getting-brand-communities-right/ar/1>. • Holt, Douglas B. How Brands Become Icons: The Principles of Cultural Branding. Boston, MA: Harvard Business School, 2004. • Mootee, Idris. 60-minute Brand Strategist: The Essential Brand Book for Marketing Professionals. N.p.: n.p., n.d. Print. • Muniz, Albert M., and Thomas C. O´Guinn. "Brand Community." Chicago Journals. The University of Chicago Press, 4 Mar. 2001 • Schembri, Sharon, and Bill Merrilees. "Brand Consumption and Narrative of the Self." You Have Full Text Access to This Content Psychology & Marketing 27.6 (2010): 623-37. Web. 1 June 2013. • Tadeusz Makulski 18

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