Products or goods are tangible things which entails they are items which can be measured or tasted. The intangibility of services means that service-providers heavily rely upon differentiation. Brands are extremely important assets and must be prepared and developed carefully and methodically(Armstrong, Adam, Denize, Volkov, Kotler, 2019). There are four major strategies in major brand decisions these include, brand positioning, brand name selection, brand sponsorship and brand development(Armstrong, et. al., 2019). Brand positioning involves the attributes, beliefs and values. Brand name selection involves selection and protection of the brand. Brand sponsorship involves licensing and co-branding. Brand development involves extending the brand to achieve more recognition (Armstrong, et. al., 2019).
Red Cross is one of many not for profit organisations around Brisbane so it is vital that they’re brand is unique and differentiated from its competitors. A key method to make the Red Cross unique and differentiate it from others is to hold fundraisers such as sausage sizzles or a marathon event. Red Cross has many blood bank outlets that help it differentiate itself from its competitors. The symbol behind Red Cross is a powerful one and will assist in alleviating itself from the competition. The online delivery services for Red Cross is another element that allows it to be more unique than other not for profit organisations in Brisbane.
References: Armstrong, G. Adam, S. Denize, S. Volkov, M. Kotler, P. (2019). Principles of Marketing. Melbourne, Victoria. Pearson Australia.
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