brand care usa

7/29/2019 Brand Care Usa

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CARE Misperception

Variety of Logo in 1994

PROBLEM

CREATING IMAGE of INCONSISTENCIES

CREATING GAP between PERCEPTIONS and REALITY


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Creating New Brand

Through assistency of

Vision and Mission

Market Research

Brand Strategy The Logo

The Tagline


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Vision and Mission

Vision

We seek a world of hope, tolerance, and social justice, where poverty has been ovepeople live in dignity and security.

CARE International will be a global force and partner of choice within a worldwide mdedicated to ending poverty. We will be known everywhere for our unshakable comthe dignity of people.

Mission CARE Internationals mission is to serve the individuals and families in the poorest c

in the world. Drawing strength from our global diversity, resources, and exppromote innovative solutions and are advocates for global responsibility. We facilitachange by:

Strengthening capacity for self-help

Providing economic opportunity

Delivering relief in emergencies

Influencing policy decisions at all levels

Addressin discrimination in all its forms


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Market Research

Low Awareness

Vague image of organization

Viewed as an empathetic but not particulary effective organization

Focus Group Perceptions

A big organization that has been around for a while

Fading fame compared with Red Cross and UNICEF

RESULT

Unaided Awareness 4 %Aided Awareness 56%


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Brand CARE International Strategy


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Conceptual Target: Skeptical Progressives

Core Desire: To fuel change that matters and lasts

Role of the Brand: CARE confronts root causes of poverty head-on

Compelling Truth: CARE enables the worlds poorest communities tocreate sustainable solutions to their most threatening problems

Selling Idea: CARE. United, We can build change that truly matters


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Desired CARE international BrandFootprint

CARE means

A united global force for the eradication of poverty and its injustices

Sustainable solutions to rooot causes of poverty

Community self-reliance CARE is

A Bold visionart

Compassionate Strategist

In-the-thick of it


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The Shifting of CARE perception


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New LOGO

Noted: The logo stillprotested in AUSTRALIA andJAPAN

Community of H- Humanism

Circular Shape- Global scope- Unity- diversity

Earth-toned col- Warmth- Optimism- Grounded se

Lower-case log- Accessible-

Straightforwa


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The Tagline

A Tagline is A High-profile opportunity to say one thing about theorganization

Together, Where the end of PovertyBegins.

brand care usa

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