Branding. An overview of recent developments Francis Markus IFRC East Asia Regional Communications Delegate. What do we mean by brand?. It's more than just a visual identity It has both internal and external elements It represents a promise
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An overview of recent developments
Francis Markus IFRC East Asia Regional Communications Delegate
Brand positioning can contribute to success:
Overview of the International Branding Initiative
Education and capacity building
Consistent representation and presentation of the Movement
Effective management of our position and reputation across national borders
Improve consistency in the way the different component parts of the Movement present themselves both visually and in writing.
Resources for an internaleducation programmeand capacity building tools for NS to better manage their brands.
Work stream deliverables
tools and protocols
Highlighting commercial use of the emblem issues and collaborating with the Federation wide resource mobilisation team
Contributing brand thinking to the international youth strategy
Global and local
education and capacity building programme
Products developed to date cont’d
We conducted a study across 21 countries about awareness, knowledgeand perceptionof the different brand identities within the Movement:
Awareness and Knowledge
Humanitarian 84%, provides hope 77%, trustworthy 76%, caring 75%
Neutral 64%, accountable 63%, independent 62% transparent 59%
Bureaucratic 29%, old fashioned 28%, religious 26%, political 24%
First Aid 83%, doctors/medical facilities 76%, disasters 78%
Health and social care 70%, disaster preparedness 65%, aid in conflict 63%
41%United Nations, 34%part of the government, 28%armed forces
Identify common branding/reputation challenges
Identify potential for shared learning and collaboration
Identify potential solutions that have been implemented by NS
Reviewing what branding means for different parts of the Movement and proposing a common working definition.
Managing an international opinion survey to establish the commonalities across our different identities.
And the drafting of a common branding positioning statement.
This group will explore how we leverage the different RCRC brand identities with respect to other humanitarian actors
It will also explore how the humanitarian world is changing and becoming increasingly competitive which presents trans-national challenges
And the potential for working better to manage trans-national identity issues.
This group will explore the potential and challenges of social media
It will also explore the challenges and potential for effective use of digital media by the different brand identities in trans-national campaigns initiated by the ICRC, IFRC and trans-national partners.
It will also look at online reputation crisis management.
It will finally consider trademark and identity issues related to the online use of the Red Cross and Red Crescent emblems or names.
This workstream will explore how we can manage trans-national reputational issues and positioning challenges.
It will particularly address potential negative spill over from one national context to another.
This group will look at how we leverage the collective power of our different brand identities trans-nationally and nationally
While ensuring proper use of the emblem in commercial and resource mobilisation contexts.
The development of a user friendly document on the proper use of the emblem, clearly outlining what is permissible in a commercial and resource mobilisation context.
This workstream will explore how we position our different brand identities separately and collectively to effectively engage the next generation.
It will explore perceptions and positioning challenges and review case studies and best practice of where these have been effectively overcome with a view to sharing learning.
This group will look specifically at strengthening the power of the individual National Society’s brand identity in country.
It will look at case studies, mentoring, sharing and capacity building options to support within country and within region or zone.
It will link closely with FedNet and the proposed community of practice there.