Brand management

Many brand management tools were developed in 2012, and the objective and challenge for 2013 was to implement them throughout the organisation, including the field offices. As implementation began, some amendments to the brand book had to be made and a few extra products–such as an organisational seal and style guide–needed to be developed and delivered.

As some confusion on positioning, key messaging, and use of the payoff, circulated within the organisation, production began on a communication toolkit to guide all employees, including our field office staff, through all of the practical steps of corporate communication. The toolkit is a key internal tool for steering War Child on branding and positioning to avoid the use of divergent messages about our work.

Brand performance

War Child monitors its reputation and image by regularly measuring name recognition, knowledge about War Child’s activities, attitudes towards the organisation, the intention to support the organisation, and the recognition of War Child’s core values. In previous years this was conducted through the sponsored support of IPSOS/Synovate, who carried out quantitative research on our behalf amongst Dutch audiences. Unfortunately, IPSOS had to end this sponsorship in 2013.

In 2013 we started measuring our brand performance through the Mediad Chari Barometer. This tool allows us to better compare our brand performance with competitors in the field through the use of a system to rank organisations in relation to their image and reputation. We set no objective for this ranking in 2013 as we had no internal benchmark for comparison. However, the 2013 rankings of twelve for Top Of Mind Awareness (TOMA), 17 for spontaneous awareness, and fifteen for image, will allow us to set goals for 2014.

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