Exploring branding in the non-profit sector: a case study of the Girl Guides' Association of South Africa

Abstract

This article reports on a case study of the Girl Guides’ Association of South Africa (GGASA) in an attempt to recommend a corporate communication strategy for the organisation. A theoretical construct combining principles of corporate communication theory (including the role of image and identity), brand management as well as social marketing is suggested as a possible basis for improving the brand management of a non-profit service organisation. In this qualitative study of restricted scope the purpose was to test the feasibility of the above-mentioned theoretical construct by a perception analysis of the organisation’s external and internal publics. The analysis included documents created to communicate with external and internal publics. The findings indicate that the diverse messages that are currently communicated via the GGASA’s corporate communication process are hampering the growth of the organisation. Recommendations include the creation of a strong brand that will improve the visibility of the GGASA and consequently help to create a persistent presence in the minds of the organisation’s publics.