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The Effects of Brands on Charity Organisations in Australia - Case Study Example

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The paper "The Effects of Brands on Charity Organisations in Australia" states that the not for profit sector is very large and diverse in Australia. The numbers of organizations trying to raise money for these organizations are many and hence each of the organizations try to develop a brand name…
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The Effects of Brands on Charity Organisations in Australia
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Download file to see previous pages The first half of the paper will deal with an overview of the charity sector in Australia. This will be followed by the meaning of brands and a few essential concepts relating to brands like brand awareness, perceived brand quality, brand association and brand loyalty. This will be followed by a discussion of the concept of brand personalities. These will form a basis for the second half of the paper. The second half of the paper has been based on three advertisements that have been chosen. The three charities that have been selected for discussion are a) Fred Hollows Organisation, b) Boys to men organization and c) Melbourne Community Foundation. The main reason for the choice is due to the varying personality and the varying range of marketing efforts by each of these organizations.

The not – for - profit – sector or the community sector, or the charity sector is also referred to as the Philanthropic practice. This sector generally contains organizations that work with a purpose to help the society without the generation of profits or gain for any individual members or directors. The government is generally never referred to as a part of this sector, however, the government hospitals, universities, and museums do fall into this category as well.

The Australian markets have recorded over 70,000 such not – for – profit organizations and the organizations deal with a range of activities like environment conservation, charities to provide assistance to needy and disadvantaged, special schools, public hospitals, and many more. It is essential to note that organizations that is altruistic entities and have been recognized and endorsed by the Australian Taxation Office alone are legal charities. These mainly deal with the care for people who are sick; disabled promote religion, provide educational scholarships, or even help after any disaster has struck. In simple terms, they are the ones who work for the benefit of the community as a whole. “Philanthropy is a desire to improve the welfare of humanity through the giving of money, time, information, goods and services, influence and voice for community good” (Philanthropy Australia, 2009). ...Download file to see next pagesRead More
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