Author(s)

Yue Li, Ziqiu Wang

Corresponding Author

Yue Li

ABSTRACT

UNICEF is one of the world's leading NGOs that specially focus on relieving the challenges faced by Children. While it has been successfully operated for decades, it now has encountered multiple challenges such as low public trust and insufficient market exposure, which leads to decreased amount of donation received annually, especially in developing countries like China. Previous studies also found that NGOs also need to conduct marketing promotion and branding practices in order to attract donations worldwide so that they can achieve their organizational missions and objectives. Therefore, this study, concentrating on UNICEF, analyses its current situation, including competition and general environmental trends. An overall SWOT analysis for UNICEF has also been performed, followed by a reflection of challenges in the Chinese context. The results suggest that UNICEF should make more innovative collaborations with other third-party organizations to enhance its market power. This study would practically shed light on the branding and marketing of similar NGO and charity organizations.

KEYWORDS

Branding and marketing, Brand reputation, Brand image, Situational analysis, NGO marketing, UNICEF