The Wellness Institute: To Brand or Not to Brand
(5 pages of text)
Faced with the challenge of continuing to differentiate the Wellness Institute from traditional fitness facilities, the executive director at the non-profit organization was considering undertaking a thoughtful and comprehensive internal and external branding exercise to improve and refresh its brand. The executive director found the inconsistencies of the current brand troublesome. She was faced with some potential opportunities she would like to explore by better understanding the organization’s brand. But would her many stakeholders support spending money on a branding exercise and investing resources in an effort to impact a broader community? Could she justify the expense to her board? How would her staff react to the rebranding? Was branding the best place to invest resources to impact the broader community?
This case is designed for undergraduate and graduate students enrolled in a marketing management, non-profit management, or branding course. After completion of this case, students will be able to
- develop analytical and decision-making skills related to rebranding;
- assess how branding contributes to a non-profit’s competitive position;
- understand the factors around why, when, and how a non-profit organization would want to take part in a branding strategy by looking at the potential benefits or outcomes and risks, challenges, and concerns;
- explore the key determinants of a successful branding initiative;
- explain the similarities and differences in branding at a non-profit versus a for-profit; and
- examine sustainability of not-for-profit organizations.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2014
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