Brand Audit - Cancer Council Nsw

Cancer Council NSW – Individual Report

1. FBE cover page

2. Executive summary

Cancer Council New South Wales is one of the first not-for-profit organisations to be formed in Australia which addresses all types of cancers in the one organisation. A brand audit was undertaken in order to understand the strengths and weakness of Cancer Council NSW and the areas in which major improvements are required.

The brand audit itself revealed that Cancer Council NSW has a major consumer base as it targets the mass market and it is quiet effective in being able to communicate its messages and services well.

Two broad theories are outlined with a key strand from each theory in detail. Since Cancer Council NSW is a non-profit organisation it seemed appropriate to discuss the not-for-profit branding theory and brand orientation as the specific strand because it relates to the organisation well. The second theory discussed is value-based branding theory and the customer-based brand equity model is the key strand discussed because essentially Cancer Council NSW is aiming to communicate their long term goals in a manner which captures the consumer’s attention and eventually leads to customer loyalty.

Cancer Council NSW’s brand strategies are also discussed. These include: the brand identity of the organisation itself and the brand elements of Daffodil Day. A critical analysis is undertaken in the report which analyses one brand strategy with one key strand branding theory. From the analysis, it is illustrated that brand identity of the organisation conjunctionally with the customer-based brand theory model is a better marketing method.

Some recommendations that are made in the report include targeting a different market base, communicating long term values to the mass market and featuring males in advertisements other than women.

3. Table of contents (pages to be numbered)

4. Brand Strategy Report – Cancer Council NSW

A brand audit was undertaken by the group...