This paper circulates around the core theme of Executive Summary Brand management is essential for not-for-profit organisations in creating trust with their donors, supporters and clients (Ritchie, Swami et al. as cited in Stride and Lee, 2007, p. 107). together with its essential aspects. It has been reviewed and purchased by the majority of students thus, this paper is rated 4.8 out of 5 points by the students. In addition to this, the price of this paper commences from £ 99. To get this paper written from the scratch, order this assignment now. 100% confidential, 100% plagiarism-free.
Executive Summary
Brand management is essential for not-for-profit organisations in creating trust with their donors, supporters and clients (Ritchie, Swami et al. as cited in Stride and Lee, 2007, p. 107). The Returned and Services League of Australia is a not-for-profit organisation with the noble aim of ensuring that our nation’s active and retired defence force personnel are duly compensated, cared for and commemorated as some small measure of thanks for their extraordinary deeds.
The RSL brand faces the challenge of declining membership due to the progressing age of war veterans and difficulty in connecting with current members of the armed services. To address this issue, it is recommended that the Returned and Services League of Australia take the following measures to rebuild and maintain brand equity:
1. Modify existing brand elements to increase memorability and meaningfulness.
2. Integrate marketing communications to stakeholders and upskill volunteer administrators’ technical skills.
3. Highlight the RSL brand’s point of difference and reposition the brand accordingly.
4. Instil a brand mantra to concisely convey the positioning of the brand.
