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Brandraising as a Way to Create a Brand of Russian NGO’s

Student: Lyubov Korotkova

Supervisor: Irina Krasnopolskaya

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2016

The main objective pursued in the graduate work is to determine how non-profit organizations, which have contradictory attitude from society, can earn the trust and the ability to unleash the full potential of its activities. One way to solve this problem - the creation of a strong brand NGOs. To consider a such option in the first place the theoretical foundations of the brand, experience of commercial corporations, elements of the brand have been studied. In modern conditions of internet rapid development the presence in the virtual space becomes an integral part of any organization’ practice, including nonprofit organizations too. In this connection, the willingness of NGOs to create their own brands has been studied, the sites have been considered as models of the organizations and an attitude of inhabitants to NGOs has been determined. As the brand - an image created in the mind of every person in his own way, it was used semantic differential method, which allows to translate the subjective opinions of respondents in handy research type – numeric. The results showed that it is still too early to refer the NGO’s to the number of owners of strong brands, but there are some positive trends: non-profit organizations realize that to get fame, they need to involve in its activities celebrities, and also some of them are aware of the need to follow the innovations in the web space development, for example, to create websites, according with the latest requirements of the users who appreciate visual component and the ability to save their time when using web resources. Thus, taking the presence of the brand as the guarantee of the organization success, we conclude that the NGOs, which develop their activities in the Internet, stand in the way of overcoming the society’s contradictory attitude, increasing due to the lack of sustainable conception.

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