UNICEF was reviewing its repositioning and rebranding process to better communicate what it stands for in a clear way. It had evolved from providing supplies and services to being a rights-based organization, but this change was not clearly communicated, especially to private donors. UNICEF was also seen as bureaucratic and distant from what it wants to be, which is a leader with hope. It failed to effectively communicate how it differs from other organizations on factors like its UN mandate, government relationships, and decentralized local programs. A rebranding effort was needed to properly reflect what UNICEF is and clarify its message to audiences in a consistent way across its different divisions.

1. UNICEF
Case Study

2. Major Decision issues
•Review of repositioning, rebranding process started two years back in light of
UNICEF evolving mission.
•Increasingly challenging donor environment, combining decline in
multilateralism and increase in restricted funds.
•Providing greater clarity and consistency in communication strategy - To reflect
what 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.

3. Recommendations/Inferences on Major issues (Contd.)
•There is growing competition from other Child sponsorship organizations such
as Save the Children and World Vision as UNICEF failed to communicate the
PODs (Points of Difference) it has over these organizations.
•Also, creation of global funds has increased restricted funds. UNICEF needs
unrestricted funds for meeting its long-term projects and maintain operational
field offices. If field capabilities are eroded because of unrestricted funds, then
its 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 for
greater clarity and consistency in communication with respect to target
audiences.
•The above reasons necessitate repositioning and rebranding effort to reflect
what UNICEF is and what it stands for.

4. Analysis
•What makes UNICEF unique in comparison to other child sponsorship
organizations are that
1. 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 to
improper Brand positioning and Brand awareness. Brand is important in the field
because of increasing clutter. Being able to differentiate can really help in getting
attention from donors, governments and populations.
•During research it is found that UNICEF is seen as necessary but cumbersome
institution that had a role but no longer projected leadership and hope. The link with
United Nations gave it impression of distant and bureaucratic organization. This is
completely different to what is UNICEF and what it wants to be.

5. Analysis(Contd.)
•There is poor Brand recognition of UNICEF. Survey conducted in 1999 (prior to
rebranding exercise), 24% of the respondents identified UNICEF as greeting cards
selling organization. This could be due to lack of proper communication strategy.
National committees were using wide variety of different logos, emblems, and strap
lines in different countries. Also, three UNICEF (HQ, National committees and
Field offices), having different roles interpreted brand in three different ways, giving
different messages to target audiences.
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