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.