Exploring branding in the non-profit sector: a case study of the Girl Guides' Association of South Africa
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Date
2007
Authors
Le Roux, Alta
Snyman, Maritha
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
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.
Description
Keywords
Girl Guides’ Association of South Africa (GGASA), Brand management, Non-profit Organisations
Citation
Le Roux, A., & Snyman, M. (2007). Exploring branding in the non-profit sector: a case study of the Girl Guides' Association of South Africa. Communitas, 12, 189-206.