Branding Brief

Submitted By
Shaikh Ashiqnavaz (MB040)

Submitted to
Prof. Dr. Naresh Patel
CMS-DDU
 (BB 1-8) Branding a Cause : World Wildlife
Fund
• WWF Founded : 1961 world’s largest private
organization dedicated to nature
conservation.
• 4.7 million supporters in 100 Countries.
• LOGO represents enduring efforts to protect
species
 Cont.

• Annual budget does not allow lavish marketing.

• WWF relies on direct marketing campaigns to bring its
message to pubic and solicit contributors.
• WWF earns revenue through corporate partnerships. 4
diff. business partnerships :
– Conservation partnership : Global sponsorship from MNC
(canon ,Ogilvy & Mather)
– Corporate supporters : financial support (INRA & Delverde)
– Corporate club : Environmentally aware local business
(Hungary , Russia , Poland & UAE)
– Product Licensing : Corporate licensing agreements to use
WWF trademarks, Groth AG manufacturers WWF Branded
stamps & Coins and IBTT BV Makes toy animals bearing WWF
Panda logo
 Cont.

• To spread its message – Developed web site which contains pages

for national chapters , membership information ,updates on
current environmental issues & info. on special projects of WWF.
• In 2000 – Honoured with best non profit organization on internet.
• In addition to central website created cause specific sites (
www.worldlife.org/amazon for amazon rain forest relief &
www.panda.org/livingwaters to clean water campaign )
• Changed name to world wildlife fund for nature in1996 but still
known by WWF.
• Controversy of names between WWF And World Wrestling
Federation. Issue was similarity in name of website.
• High court of London favoured world wild life fund.
• World Wrestling Federation abounded initial WWF for its website.
THANKYOU