 New Brand positioning – Will it yield desirable

results in the future?

◦ Rebranding issues in terms of future positioning of

UNICEF
◦ Perceived Brand Image among the general public
◦ Resistance within UNICEF for the proposed changes to
the branding elements like emblem, strap line, font
and color.
◦ Whether the new Brand will convey UNICEF’s future
goals and objectives with respect to Total Children
welfare
 Tracing UNICEF time line
◦ Started as an agency to protect child rights in Europe
after WWII
◦ Recognized as a body under the U.N general
assembly in the fifties. Recognition improved
UNICEF’s stature resulting in worldwide recognition
◦ Since 50’s UNICEF started playing an active role in
the protection of Children rights
 Brand Image
◦ UNICEF was perceived as an old & traditional
organization which is bureaucratic and slow
 Brand Equity
◦ Brand equity was not high as Brand knowledge was
limited
◦ Brand could not find ‘resonance’ with a wider
audience
 Brand Equity and Impact
◦ Limited Brand Equity could impact revenues for
UNICEF from the general public
 33 % of the income is from Non governmental bodies
like private donors and general public
◦ Marketing efforts like co branding and corporate
alliances may not succeed
 Rebranding is necessary for better Brand
equity
 Rebranding will convey the Brand essence of

UNICEF
 Rebranding is a must for the current Brand

Positioning
◦ UNICEF wants to position itself strongly as a group
involved in Advocacy programs at the Government
level
◦ UNICEF wants to be brand that is associated with
Total Children Welfare from the early stages till
adolescence
◦ Mother and Child emblem should not be changed or
removed as this attribute has an emotional appeal
◦ The text ‘ Advance Humanity’ could be removed as it
is perceived to be over ambitious in its meaning
◦ All other changes related to fonts, color etc are fine
as these will bring freshness and convey the Brand
Essence of UNICEF
 Rebranding is necessary because
◦ Brand audit revealed low brand awareness for UNICEF
among the general public
 Recommendations for the Branding elements
◦ UNICEF text and emblem should not be separated
◦ No changes should be done to the emblem
representing mother and the child
◦ Strap line should be modified without the word
‘advance humanity’
◦ Changes to the font color, back ground, capitalized
‘I’, lower case text can be retained
◦ Strap line should be combined with the text ‘ United
Nations Children’s Fund’.