In September 2002, Marjorie Newman-Williams, director of communications for UNICEF is poised to present the results of a two-year rebranding process at the annual meeting of the National Committee heads. This case describes the organization and highlights the challenges UNICEF stands in 2002. Details of the rebranding process, including market research, development of brand essence and brand models and organizational challenges of consensus building, form the core of the matter.

In September 2002, Marjorie Newman-Williams, director of communications for UNICEF is poised to present the results of a two-year rebranding process at the annual meeting of the National Committee heads. This case describes the organization and highlights the challenges UNICEF stands in 2002. Details of the rebranding process, including market research, development of brand essence and brand models and organizational challenges of consensus building, form the core of the matter.
«Hide

from
John A. Quelch,
Nathalie Laidler
Source: Harvard Business School
27 pages.
Publication Date: Feb 11, 2003. Prod #: 503032-PDF-ENG
UNICEF HBR case solution

[related_post themes="flat"]