Major Decision issues•Review of repositioning, rebranding process started two years back in light ofUNICEF evolving mission.•Increasingly challenging donor environment, combining decline inmultilateralism and increase in restricted funds.•Providing greater clarity and consistency in communication strategy - To reflectwhat UNICEF stands for in a clear and focused way. Recommendations/Inferences on Major issues •Unicef, over five decades evolved from an organization which provided supplies and services to rights based organization. This change in positioning is not clearly communicated to external environment, specifically to the private donor community. •Also, UNICEF is seen as extension to UN and is perceived as distant, institutional, cold, rigid, bureaucratic and cumbersome institution that had a role, but no longer projected leadership and hope. This image is quite different from what UNICEF wants to be and what they stand for.
Recommendations/Inferences on Major issues (Contd.)•There is growing competition from other Child sponsorship organizations suchas Save the Children and World Vision as UNICEF failed to communicate thePODs (Points of Difference) it has over these organizations.•Also, creation of global funds has increased restricted funds. UNICEF needsunrestricted funds for meeting its long-term projects and maintain operationalfield offices. If field capabilities are eroded because of unrestricted funds, thenits ability to manage restricted funds will also be jeopardized.•There are three UNICEF – Head Quarters, National Committees and field offices.These three UNICEF see the brand in three different ways. There is need forgreater clarity and consistency in communication with respect to targetaudiences.•The above reasons necessitate repositioning and rebranding effort to reflectwhat UNICEF is and what it stands for.
Analysis•What makes UNICEF unique in comparison to other child sponsorshiporganizations are that1. It is mandated by United Nations and had global agreement by national governments.2. Had privileged access and relationship with local governments where it conducts programs.3. They are consulted by local governments for policy decisions relating child welfare.4. UNICEF has long track record in many countries and unique access to a range of partners with programs decentralized and planned at local level.However, UNICEF failed to communicate these to the donor community due toimproper Brand positioning and Brand awareness. Brand is important in the fieldbecause of increasing clutter. Being able to differentiate can really help in gettingattention from donors, governments and populations.•During research it is found that UNICEF is seen as necessary but cumbersomeinstitution that had a role but no longer projected leadership and hope. The link withUnited Nations gave it impression of distant and bureaucratic organization. This iscompletely different to what is UNICEF and what it wants to be.
Analysis(Contd.)•There is poor Brand recognition of UNICEF. Survey conducted in 1999 (prior torebranding exercise), 24% of the respondents identified UNICEF as greeting cardsselling organization. This could be due to lack of proper communication strategy.National committees were using wide variety of different logos, emblems, and straplines in different countries. Also, three UNICEF (HQ, National committees andField offices), having different roles interpreted brand in three different ways, givingdifferent messages to target audiences. **End**