The Role of Brand for Sustainability of Social Enterprises

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THE ROLE OF BRANDS IN SUSTAINABILITY OF SOCIAL ENTERPRISES

Submitted to

SVKM’s

NMIMS University

In partial fulfillment of the Requirements for

PART TIME MBA III Yr IN SOCIAL ENTREPRENEURSHIP

(2011)

Sher Mohammad Malik

Roll No. 9

(2011)

THE ROLE OF BRANDS IN SUSTAINABILITY OF SOCIAL ENTERPRISES

Abstract:

Sustainability is the biggest challenge for the 21st century NGO’s and Social Enterprise because their philosophy is not making profit but to serve the vulnerable peoples i.e. women’s, children’s, senior citizens, poor people’s etc. Secondly paradigm shift of donors from charities to self sufficiency also force them to become sustainable. There are many components of sustainability i.e. (financial, human resource, marketing, volunteers, management information system), of any organization and one of the components is branding. It helps organizations for building positive image, trust, recognition in the world, improvement in bottomline; also their employee feels proud working with great brands.

This paper seeks to explain the role of brand communication for the sustainability of social enterprise. The specific objectives of the paper are to study the brand communication of 25 social enterprises through their website and to study the co-relation between brand communication and sustainability of social enterprise. Also this paper discusses the various models of brand i.e Aaker’s, Urde, Keller and Kapferer. Further we look at brand identity and brand image from a communications perspective. Brand identity originates from the company, ie a company is responsible for creating a differentiated product with unique features. Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers have about the brand. Brand identity and brand image are related but distinct concepts. Both are essential ingredients of strong brands.

Acknowledgement:

I take immense pleasure to present this paper on THE ROLE OF BRANDS IN SUSTAINABILITY OF SOCIAL ENTERPRISES. I elated to be a student of the SVKM’s Narsee Monjee Insitute of Management School who has given me an opportunity to present this paper. I owe my sincere gratitude to my mentor and guide Dr. Mala Srivastava and co guide Dr. Sujata Mukherjee who helped me to present this paper. I would also like to thank all my teachers under whose guidance I am able to write this paper.

By

Malik Sher Mohammad

PT MBA- 3rd year

Social Entrepreneurship

NMIMS

Introduction:

The general definition for social enterprise is a company which reinvests its profits for a social purpose as opposed to redistributing them.

The UK government’s definition of a social enterprise is an organization “with primarily social objectives whose surpluses are principally reinvested for that purpose in the business or community, rather than being driven by the need to maximize profit for shareholders and owners”. (www.startups.co.uk)

According to Yunus (2010) “social enterprise is “a new form of capitalism and a new kind of enterprise based on the selflessness of people, which I call social business. It’s kind of business dedicated to solving social, economic, and environmental problems that have long plagued humankind – hunger, homelessness, disease, pollution, ignorance.”(pg. vii)

For any enterprise communication is the essence of management. The basic functions of management (Planning, Organizing, Staffing, Directing and Controlling) cannot be performed well without effective communication with important stakeholders. Social enterprises should focus on brand communication, because communication helps them to makes their brand identity and brand image. It shows presence and increase peoples’ trust in the organization. It builds your brand and crate awareness. Its’ simply defines and communicates your purpose, personality and passion. It also distinguishes you from your competitors.

But the...
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