Here is the synopsis of our sample research paper on THE RE-BRANDING OF UNICEF. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 7-page paper involves UNICEF's attempts to re-brand itself. Issues discussed are developing the right visuals, as well as why UNICEF struggled with its efforts. Bibliography lists 3 sources.
Page Count:
7 pages (~225 words per page)
File: D0_MTbranunic.rtf
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Unformatted sample text from the term paper:
and to help meet childrens needs for everything from clean drinking water to disease prevention, the organization (overseen by the United Nations) had no one, single clear-cut identity. The key
challenges facing the organization by the time of the 47th Congress included concerns over an increasing rights-based focus of the organization, and that it would stretch its capabilities too thin.
Furthermore, developing countries were trying to drive their own development agendas, which focused on creation of "global funds" for specific sectors. The problem with these funds, however, was that they
were restricted. Adding more problems was that research interviews conducted between 1999 and 2002 (internally and externally) showed that, while the UNICEF
brand was overall positive, the organization had the appearance of one that was distant, cold and rigid; a cumbersome institution that had its role, but didnt project leadership or hope.
Furthermore, UNICEF was seen as "too abstract, vague and uncontrollable," an impression helped even further by its use of multiple logos.
Furthermore, when a brand audit was conducted on the organization, it was found that consumers didnt easily differentiate between child-focused organizations. Though the UNICEF name was known, its work wasnt.
As a result, branding workshops took place for internal staff. During the workshops, staff came up with organizational visions and roles. The
second phase of this process involved the assistance of an outside consultant that developed the organizations information architecture and key message. Out of both of these phases cane a "brand
toolkit," which combined elements of the organizations new identity, a new strapline and a new logo and colors. The brand toolkit changed UNICEFs brand into one that was courageous and
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