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    Rotaract Branding

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    A brand is a Trademark or distinctive name identifying a product or a manufacturer. "Branding" is the sum total of a company's value, including products, services, people, advertising, positioning, positioning, and culture. A quick SWOT analysis on "Rotaract" as a brand?

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    Rotaract Branding

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    api-3719339
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    A brand is a Trademark or distinctive name identifying a product or a manufacturer. "Branding" is the sum total of a company's value, including products, services, people, advertising, positioning, positioning, and culture. A quick SWOT analysis on "Rotaract" as a brand?

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    A brand is a Trademark or distinctive name identifying a product or a manufacturer. "Branding" is the sum total of a company's value, including products, services, people, advertising, positioning, positioning, and culture. A quick SWOT analysis on "Rotaract" as a brand?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    218 views18 pages

    Rotaract Branding

    Uploaded by

    api-3719339
    A brand is a Trademark or distinctive name identifying a product or a manufacturer. "Branding" is the sum total of a company's value, including products, services, people, advertising, positioning, positioning, and culture. A quick SWOT analysis on "Rotaract" as a brand?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    Asia Pacific Regional Rotaract

    Conference 2007

    1
    Branding of Rotaract

    What is a “Brand” ?

    What is “Branding” ?

    2
    What is a “Brand” ?
    See what the dictionaries say ?

    Brand :
    • Trademark or distinctive name identifying a product or a
    manufacturer.
    • A product line so identified: a popular brand of soap.
    • A distinctive category; a particular kind: a brand of comedy that I do
    not care for.
    • A mark indicating identity or ownership, burned on the hide of an
    animal with a hot iron.
    • A mark burned into the flesh of criminals.
    • A mark of disgrace or notoriety; a stigma.
    • A branding iron.
    • A piece of burning or charred wood.
    • A sword: "So flashed and fell the brand Excalibur" (Tennyson).
    3
    ……
    What is a “Branding” ?
    See what the dictionaries say ?

    Brand :
    • To mark with or as if with a hot iron.
    • To mark to show ownership.
    • To provide with or publicize using a brand name.
    • To mark with disgrace or infamy; stigmatize.
    • To impress firmly; fix ineradicably: Imagery of the war has branded itself
    into the national consciousness.

    (Webster's New Millennium™ Dictionary of English, Preview Edition (v 0.9.7)


    Copyright © 2003-2007 Lexico Publishing Group, LLC)

    In marketing, the sum total of a company's value, including products,


    services, people, advertising, positioning, and culture.

    4
    Branding of Rotaract

    Are there any other relevant


    definitions ?

    brand strength, brand equity,


    positioning, marketing, packaging,
    PR, identity, image
    ………………
     
    5
    Characteristics & benefits of
    a good brand or image

    Core values, customer focused,


    uncompromising quality, innovation,
    fairness, integrity, trust worthiness,
    good public image

    6
    “Rotaract” - what come to mind ?

    7
    Internally

    Family of Rotary, Partner in Service,


    Professional Development,
    Leadership Development, Fellowship
    ,Friendship

    8
    Externally

    Rotary in Action, ,Fellowship


    Through Service ,Young people
    serving the community
    Networking, Career Opportunity

    9
    A quick SWOT analysis
    on “Rotaract” as a brand ?

    S = Strength

    W = Weakness

    O = Opportunities

    T = threats

    10
    A quick review on Rotaract 
    Since 1968, Rotaractors have continually shown that they can be an innovative and
    positive force for change in their communities. Service activities commonly undertaken
    include projects to improve the environment, visits with the elderly or disabled, blood or
    organ donation campaigns, and aid to developing countries. One example of the
    ingenuity employed by Rotaractors is a project undertaken by the Rotaract Clubs of
    Heemstede and Hillegom-Lissee, the Netherlands, in 1987. In order to raise funds for
    PolioPlus, Rotaractors from the two clubs designed an amphibious cycle that would
    cross the English Channel under the power of 36 Rotaractors. The campaign raised
    US$210,000 for PolioPlus and earned the Rotaractors a place in the Guinness Book of
    World Records for their speedy crossing.

    Today, Rotaract continues to experience phenomenal growth. There are currently more
    than 7,600 Rotaract clubs in more than 158 countries, with an estimated membership of
    more than 176,000 Rotaractors. As the program continues to grow, Rotaractors
    repeatedly show that they are prepared for "Fellowship Through Service."
    ............................................................................................................
    Information obtained from The Rotarian, Rotaract News, Rotary International Office
    Communications, the Minutes of the Rotary International Board of Directors, "A Brief History of
    Rotaract," by Cyril Noirtin and Magali Füss, and the personal correspondence of Bill Kemp, Rotary
    Club of North Charlotte, USA.

    11
    Sharing of Best Practices
    Outstanding Rotaract Clubs & Award-winning projects
    2006-07 RI Convention

    The Rotaract Club of the University of Calgary,Canada:


    - Project Nicaragua
    The Rotaract Club of Knust, Ghana:
    - Leukemia Awareness Drive
    The Rotaract Club of Munting Pag-asa Davao, Philippines:
    - Childhood Nutrition Project

    12
    The Rotaract club of Munting Pag-asa Davoa

    In the project, club members worked to lower the rate of


    infection by intestinal parasites among children, providing
    information on hygiene to parents and children,and carry
    out a six month food and nutrition program.

    13
    How would you like “Rotaract” to be
    described in the future ?

    14
    How do we promote “Rotaract”?

    15
    Targets, Strategies, Tactical plans,
    Resources, Timeline

    Club Level

    District Level

    Regional level

    RI Level
    16
    Some suggestions
    • Agree on a the ‘Rotaract’ image (brand) for Asia Pacific in line with RI’s
    guidelines & Rotary’s global image campaign
    • Conduct a reality check on how Rotaract & Rotary identities are used at
    club & district levels (use of Rotaract & Rotary logo, colour, policy &
    guidelines)
    • More training on PR and brand building (PR Workshop, Rotaract PR
    Ambassadors )
    • Maximize PR for internal & external audience ? (PR kit – club level,
    district level, regional level)
    • Maximize collaboration opportunities among districts in the region
    • Formation of Multi District Information Organization
    • Maximize learning opportunities – sharing of best practices ?
    • Forming of an Asia Pacific Rotaract PR Resource Group ?
    • Building a stronger relationship with sponsoring Rotary Club ?
    • How to leverage / ride on Rotary’s Global Image Campaign ?
    • Periodic identity checks on image ‘brand’ development
    17
    THANK YOU….

    18

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