From BoysTown to yourtown: Rebranding an Iconic Australian Charity
商品編號：9B20A083
出版日期：2020/10/28
再版日期：2020/10/28
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：strategic marketing;strategic branding;branding;environmental scanning;stakeholder analysis;iconic Australian company
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：Australia
產業：Social Advocacy Organizations;
事件年度：2017
yourtown was an Australian non-profit organization offering a variety of services to children, young people, and families, supported by a range of stakeholders including federal and state governments, corporations, and, most significantly, members of the public. It was best known for its art union initiative in which supporters bought tickets to a raffle for luxury homes and automobiles.In 2016, the organization rebranded from BoysTown, which at the time had awareness levels of 60 per cent in Australia. Now, in 2017, yourtown had an awareness level of only 10 per cent. Had the rebranding been the right move? Had it been too slow? Was it possible to regain past awareness levels or even exceed them?
教學手冊：8B20A083;
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