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  • February 2003
  • Case
  • HBS Case Collection

UNICEF

By: John A. Quelch
  • Format:Print
  • | Pages:27
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Abstract

In September 2002, Marjorie Newman-Williams, director of communication 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 faces in 2002. Details of the rebranding process, including market research, the development of brand essence and brand models, and organizational challenges of consensus building, are at the core of the case.

Keywords

Strategy; Nonprofit Organizations; Brands and Branding

Citation

Quelch, John A., and Nathalie Laidler. "UNICEF." Harvard Business School Case 503-032, February 2003.
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About The Author

John A. Quelch

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  • Promoting Land and Nature Jerky (Brief Case) By: John A. Quelch and Katherine B. Hartman
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