Strategic Brand Management for GlobalGiving

The report evaluates the current brand plan of GlobalGiving, highlights its issues with brand equity, and recommends a strategic brand plan. The plan should focus on creating a strong brand identity, managing the brand equity, and leveraging the brand assets. The company should also promote its services through various marketing strategies and advertising methods.

STRATEGIC BRAND
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Vision...........................................................................................................................................3
Mission statement........................................................................................................................3
Values..........................................................................................................................................4
Brand identity..............................................................................................................................4
Goals............................................................................................................................................4
Brand audit...................................................................................................................................4
Competitor analysis of GlobalGiving..........................................................................................5
Brand current approach on societal issues...................................................................................7
EVALUATION OF CURRENT BRAND PLAN...........................................................................8
Summarize of issues with brand equity.......................................................................................8
CONCLUSION AND RECOMMENDATION..............................................................................9
Reconsideration of strategic brand direction.............................................................................10
Recommended strategic brand plan...........................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The report is on strategic plan of an organisation. Strategic plan refers to maintaining a strategy
which can assess the internal and external factors of an organisation and then make a plan for the
brand to compete in business environment. In the report, the organisation taken for the study is
GlobalGiving. GlobalGiving is a non-profit organisation which has base in United States and
provides a crowdfunding platform for projects of charity. The report highlights the brand’s vision
and mission statement, brand identity and goals. The brand audit has been discussed including
performance analysis comparing to the mission statement and values of the company. The
performance has been compared with key competitors of the organisation. The current approach
of brand on societal issues has been highlighted. Exploratory research for supporting analysis has
been done. The current brand plan has been evaluated of the organisation. The recommendations
have been provided of the organisation for strategic brand plan.
Vision
GlobalGiving is non-profit which supports other non-profits by connecting with companies and
donors and supporting the community-led organisations.
Mission statement
GlobalGiving is the largest crowdfunding community globally which connect donors, vetted
non-profits and companies in every nation around the world. Their mission is for transforming
philanthropy and aid to accelerate the change which is community-led (Henderson and et.al.,
2018).
Values
The core value of Listen, Act, Learn and Repeat is followed by the company where research is
shared and conducted for researching with peers for transforming the way philanthropy and aid
work for the people.
The organisation believes in power of great ideas and is open from ideas from anyone at any
time.
The company believes in questioning the rules and applying change for betterment, raising the
bar and playing a different game and playing it better than anyone in business environment.

The company believes in acting in prompt manner with enthusiasm and professional approach.
Brand identity
GlobalGiving has become a brand which works for communities and society using philanthropic
measures and providing various range of services like wildfire relief fund and sponsoring safe
environment for children.
Goals
The goals of the company are sustainable goals such as achieving poverty free society, no
hunger, good health, education quality, gender equality, clean water and sanitation, good jobs
and economic growth, responsible consumption of resources and climate action (Henderson and
et.al., 2018).
Brand audit
The company has a number of specifications regarding brand. It is careful in representing itself
whether it is the logo, images and the message it has to pass on. Small things like typography,
font size of the social message is also given concern to. Images used are from their non-profit
partners and is used by brand for portrayal of people in positive light. The background of the
picture, its contrast are all studied and put on the website to reflect the theme company believes
in. The images contain a message of social cause and is a combination of elements described to
make people join and support the cause.
GlobalGiving has three audiences to cater to who are donors, companies and non-profits
and there are secondary audiences to cater to like strategic partners, media, alumni etc.
GlobalGiving giving helps in non-profits becoming effective with time by incentives, rewarding
and tracking organizations which listen to feedback. The company manages a community of
small and large non profits in more than 160 nations, so that when any calamity occurs it can
deliver funds to local organizations present there to provide relief (Appau and Churchill, 2019).
GlobalGiving funds to creative ideas which might never get funded from traditional
development and philanthropic measures. GlobalGiving gives extra $10 million per year to
partners in form of matching funds, donations to corporate partner and redemptions on gift cards.
GlobalGiving is the organisation making possible for local organisations which are working to
give education to children, feed the hungry children, give training to people with job skills. It is
the biggest crowdfunding community which connects non-profits, companies and donors in

around every nation around the world. It makes possible for organisations that are local for
accessing the funds, tools and training and support they may need for becoming more efficient.
Competitor analysis of GlobalGiving
Comparing to GlobalGiving, there are competitors like OneCause and Little Green Light.
Mission of OneCause is to be committed for helping cause driven companies which can amplify
their message and raise funds with easy usable fundraising solutions. There is commitment of the
company for driving innovation in non-profit sector.
The brand identity is of being data driven and one producing reports of industry benchmarks for
helping non-profits for improving strategy of fundraising.
The values of the company is letting their values inform them and motivate to achieve their
objectives. The values are being passionate in their work, being curious to find new solutions and
being helpful in helping non profit clients of theirs succeed (Appau and Churchill, 2019).
OneCause provides product support like friendly specialists offering phone and e-mail support
with learning sessions that are collaborative, webinars, videos and knowledgebase which is
robust. There will be dedicated guidance for maximising fundraising all the year. Event
specialists of the company give support extra for fundraising event. Professionals of OneCause
help in raising fundraising by creation of true unique Giving Center websites, developing
scoreboards which are dynamic, setting the URLs which are customized and generating custom
reports which are additional. The teams provide services which are unparalleled to help in
arranging event smoothly by training staff on using technology, answering the guest and staff
questions and providing updates which are instant on proceeds of fundraising.
Mission: The aim of the company Little Green Light is to help non-profit organisations raise
funds.
Company’s values are driven with honesty and commitment to help out communities and local
non profits and provide them the best solutions (Bonomi, Ricciardi and Rossignoli, 2017).
Brand identity: Little Green light has its identity in form of logo in which little green light has
two graphic marks, wordmark and bulb icon. The wordmark and bulb are not used in proximity
with each other, neither has the icon to be locked with the wordmark.

Little Green Light offers search tools which are powerful for creation of custom reports
and sending personalised messages to the prospects. They have their donor management
software where personalised communication can be built and strengthened up. The mission of
the company is to make it easier for donors for contributing through an online form which is
customized. The company has services of custom reports where they can be created through
templates. There are constituent profiles through which relationship management with clients can
be done. Membership management is also taken care of. The company uses gift tracking and
goal tracking for managing major gifts and granting of proposals (Appau and Churchill, 2019).
Comparison
The competitors been compared to GlobalGiving show that the mission may be the same but
working processes of the companies are different. The competitors are more in online segment of
attracting donors, while GlobalGiving uses a more comprehensive approach. GlobalGiving is
more detailed in sustainable goal achievement than its competitors and provides some different
services like on job training for youth and caters to a diverse set of donations for different charity
purposes like wildfire fund, medical funds etc. GlobalGiving also has its way of saying their
messages through use of different pictures on website.
Brand current approach on societal issues
Global giving is the company that connects donors, non-profit and companies that are
operating in different parts of the world. It helps non-profit company in access and making best
use of training, funding and tools in order to provide support to community. It has been initially
started its operation 19 years back, have completed 29,949 project and performing functions in
more than 175 countries. Global giving has make use of Brand current approach that have certain
societal issues which can be illustrated as follows:
 Consumer based approach: It is one of the brand current approach that has been used
by the Global giving to create strong reputation and brand image of company in mind and
hearts of customers. So, it is approach that has been used by company that has focused on
identifying the type of customers and the appropriate services that they required to fulfil
their respective wants. Likewise, global giving is the company that connect people in
needs with people who care so that they have better lifestyle. Thus, on the basis of each

and every individual’s requirements the company access the funding, tools and training in
order to serve the community (Keller and Swaminathan, 2020). So, the social issue in the
brand approach is that company face difficult in identifying method that could be used to
meet customers or people expectancy. At the same time, more cost and time needs to be
incurred by the global giving to make use of Consumer based approach.
 Relationship current brand approach: It is also another approach that has been used by
the global giving to enhance its market share and profitability to maximum extend. The
firm has also make use of social media platform to connect and build relationship with
the customers or people so that they are motivated to have services that are provided by
company. So, the social issue i.e, different people have different understanding and
perception thereby they may misinterpretation the same. Thereby it leads in creating
confusion and social issue within the society and negatively impact on brand image of
company (Chernev, 2020).
 Community approach: This is the approach that are used by the company to have strong
brand image and reputation in external environment. In which global giving has emphasis
on understanding the needs and wants of people that are living in the community. Along
with the culture from which they belong in order to identified particular strategy that
could be used to motivate them to have its services so that world can be created a good
place to live. Therefore, the key social issue is that company by making use of
community approach is facing challenges in understand culture of people that live in
society.
EVALUATION OF CURRENT BRAND PLAN
The company have tried to build and maintained strong brand equity or image in market
to have range of people in the company and enhance its overall reputation. Brand value chain is
structure approach that helps in identifying the outcome and source of brand equity and the
different method that are used in marketing activities by firm to create brand value. There are
various stages that are involved in creation of brand equity which has been followed by the
global giving while promoting its business operation (Iyer, Davari and Paswan, 2018). Such as
marketing program investment, customer’s mind-set, brand performance and shareholders value
are four main stages of brand value chain follow by the company. Moreover, the company in its

brand equity chain faces several issues that has resulted in challenges for expansion and growth
of organisation. So, the current evaluation of brand plan and issue related to brand equity are- the
base of brand equity, creating brand equity and managing the brand equity are summarised
below:
Summarize of issues with brand equity
The global giving is recently facing issue related to managing the brand equity so that
optimum outcome can be achieved by the company. Likewise, the bases of brand equity,
managing the brand equity, evaluating the brand equity and its components and creating the
brand equity. So, the key issue related to brand equity can be explained in detailed as follows:
1. Bases of brand equity: The first and foremost issue that company face in relevance to
brand equity is on what basis the brand equity needs to be based or position in the mind
of people so that appropriate care and support can be provided to them. Thus, the global
giving has focused on segmenting and targeting people or donors, companies and non-
profit organisation that require support to effectively operate their business (Mazaraki
and et.al., 2021).
2. Creating a strong brand equity: It is another major issue that global giving face while
operating its functions as it is unable to create strong brand. The company have
maintained its name but it does not have make use of any advertisement method or
packaging to create and retained brand image in external environment.
3. Managing the brand equity: Furthermore, it has been identified that the company also
facing challenge or issue related to managing the brand equity. Global giving is unable to
decide set of action and method that could be used by the firm to manage the brand so
that company can have retained its customer’s loyalty (Kernstock and Powell, 2018). At
the same time, the company is also not able to take decision related to promotion or
marketing strategies that could be used by it to attract people for its overall growth and
development.
4. Brand equity measurement: The global giving is also facing issue in relationship with
brand equity measurements i.e, the manner in which brand image and assets of company
are measured and monitor overtime. There are different or several approach pertaining to
brand equity and measurements out of which the firm can easily make use of particular
method to measure brand and enhance the goodwill of company in external environment.

5. Leveraging the brand assets: The organization that is global giving is non-profit firm
that support other non-profits firm through connecting them with companies and donors.
So, it only provides necessary training, support and tools to other firm so that a better
place in the world can be created (Brexendorf and Keller2017). Thus, it is facing issue
pertaining to deciding leveraging the brand asset of the company so that more and more
services can be provided to people that are living in society to support them.
CONCLUSION AND RECOMMENDATION
From the above report there are crucial information that can be concluded that company
in order to manage their brand image or equity make different efforts so that it can retained
competitive advantages. It has also helped in learning that company through its brand image has
tried to differentiate itself from other competitors. Along with it, global going has make use of
brand current approach on societal issues so that appropriate and necessary support can be
provided to companies and people living in society (Ahmad and Zaki, 2021). Moreover, it can
be summarised that there are various issues pertaining to the brand equity or brand value chain
that needs to be overcome by firm. So, Global giving through delivering effective support and
better services to customers is able to build and maintain brand value or image in external
market.
Reconsideration of strategic brand direction
From the above analysis, it can be stated that the global giving has set mission “to
transform aid and philanthropy in order to accelerate the community changes. While the vision is
to make positive changes in the society so that people have better place to live and enjoy their
life. So, on the basis of above set mission, vision and brand identity of the company, it can be
suggested reconsidered the strategic brand direction to adapt itself with external environment and
sustain market positioning (Gallart-Camahort, Fiol and García, 2020). Company needs to
changes its mission to “promote and provide more and more philanthropy to other firms and
donor or individuals so that they have a better lifestyle or place to live. It also need to make
change in its vision statement to stay ahead from other competitors in external environment.
Such as “to find more creative and innovative ideas to support the community or people living in
society”.

Moreover, from now onwards the company will more focus on value such as make it
different and reason to become partner with the Global giving. In order to reconsidered the
strategic brand direction, firm needs to effectively implement the vision as well as set of actions
so that new mission of the organisation can be accomplished. The company have to put more
and more efforts to give to local firm that are working in order to provide education to children,
trained women that have job skills so that hundreds of amazing things can be done all around the
world. It can also plan more services that company can provided to delivered to people, despite
of crowdfunding as it is the first and largest firm in crowdfunding. It can also plan campaign and
other program to generate awareness among people about the services it provided to people and
the way they can be useful for all of them (Beverland, 2021). Global going can also make change
in its values such as it will lay emphasis more on promoting equality and respecting view, ideas
and opinion of each and every individual. Moreover, it has also put efforts to ensure that people
working in firm are provided open space to share their ideas so that innovative and creative ideas
can be promoted in the organisation for achievements of its goals.
Recommended strategic brand plan
Brand hierarchy is also known as brand architecture that represent the manner in which the
sub brand will be organised in large brand and the manner they will be related to each other’s.
Thus it helps marketer in understanding the brand separation whenever needs and allow them to
work together in order to boost the marketplace. The global going can make use of The branded
house architecture to promote growth and expansion of business to maximum extend and earn
huge profitability. It is most common brand architecture in which all the sub brand is present
under the parent brand and share a single name in order to explain customers or people that it
also delivered similar type of services. Thus, it has helped in maintaining the consistent
experience, minimising the chance of confusion among the customers related to the products and
services provided by the firm (Gupta and et.al., 2020). Furthermore, the company through
making use of branded houses is able to build equity, a strong brand awareness among range of
customer so that they are motivate to have its services as compared to other firm.
Marketing mix: Global going also need to make changes in its marketing mix method in order
to build strong brand equity and enhance market share for getting maximum outcome as
possible,

 Product/ services: The company should also add more and more services in its existing
portfolio to support other non-profit organization and donor or individuals so that it can
gain competitive advantages or help more individuals.
 Price: No changes need to be made in the prices as it provides services free of course.
 Place: It should emphasis on providing services in different parts of the world for
increasing its operation.
 Promotion: Social media, official website and other means can be used by global going
to promote its services and achieve end goals.
Budgeting consideration: It address areas in where expense can be cut or reduce in budget so
that optimum or more value can be delivered to customers. Such as offline method of
advertisement can be avoided, interest paid and equipment rent are various expense that can be
reduce or avoided by the global going firm to enjoy huge profitability and market share
(Kernstock and Powell, 2018). Along with it the company through following all legal laws can
avoid legal fees and charges thus easily promote its business operation and attained the end
objectives. Therefore, all these are major recommendation that can be used by company to grow
and sustain or achieve its set standard goals.

REFERENCES
Books and Journals
Ahmad, M. F. B. and Zaki, T. S. A. T., 2021. Strategic Communication for Place Brand
Management. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(2),
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Anik, L., Steenburgh, T.J. and Steenburgh, L., Globalgiving.
Appau, S. and Churchill, S.A., 2019. Charity, volunteering type and subjective
wellbeing. VOLUNTAS: International Journal of Voluntary and Nonprofit
Organizations, 30(5), pp.1118-1132.
Beverland, M., 2021. Brand management: Co-creating meaningful brands. Sage.
Bonomi, S., Ricciardi, F. and Rossignoli, C., 2017. Network organisations for externality
challenges: How social entrepreneurship co-evolves with ICT-enabled
solutions. International Journal of Knowledge-Based Development, 8(4), pp.346-366.
Brexendorf, T. O. and Keller, K. L., 2017. Leveraging the corporate brand: The importance of
corporate brand innovativeness and brand architecture. European Journal of Marketing.
Briggs, A., 2021. Book Review: Hannah Lambie-Mumford and Tiina Silvasti (eds) The Rise of
Food Charity in Europe.
Chernev, A., 2020. Strategic brand management. cerebellum press.
Gallart-Camahort, V., Fiol, L. C. and García, J. S., 2020. Retail Brand Management: A
Literature Review. Academy of Marketing Studies Journal, 24(4). pp.1-8.
Gupta, S and et.al., 2020. The impact of brand value on brand competitiveness. Journal of
Business Research, 112. pp.210-222.
Henderson, F., Reilly, C., Moyes, D. and Whittam, G., 2018. From charity to social enterprise:
the marketization of social care. International Journal of Entrepreneurial Behavior &
Research.
Iyer, P., Davari, A. and Paswan, A., 2018. Determinants of brand performance: the role of
internal branding. Journal of brand Management, 25(3). pp.202-216.
Keller, K. L. and Swaminathan, V., 2020. Strategic brand management: Building, measuring,
and managing brand equity. Harlow: Pearson.

Kernstock, J. and Powell, S. M., 2018. Twenty-five years of the Journal of Brand
Management. Journal of Brand Management, 25(6). pp.489-493.
Lambie-Mumford, H. and Silvasti, T., 2020. Conclusion: food charity in Europe. The Rise of
Food Charity in Europe, p.219.
Mazaraki, A and et.al., 2021. Strategic Brand Management in the Market. Studies of Applied
Economics, 39(5).
Tabataba'i-Nasab Nasab, S. M and et.al., 2018. Developing a Conceptual Framework for Brand
Repositioning. Brand Management, 5(1). pp.35-78.

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