Exploring the importance of brand identity for non-profit organisations

Abstract

Rare Disease South Africa is a Non-Profit Organisation established in support of and, advocating for patients and families affected by rare diseases, in order to improve their quality of life (Rare Disease South Africa, 2017). There are approximately 7,000 different types of rare diseases and disorders, with more being discovered each day (Rare Disease South Africa, 2017). Rare and genetic diseases, and symptoms, tend to be uncommon to most doctors and rare diseases as a whole represent a large medical challenge globally (Rare Disease South Africa, 2017). This together with the lack of financial or market incentives to treat or cure rare diseases poses a serious public health problem that requires the necessary attention (Rare Disease South Africa, 2017). This study aims to make a contribution to the brand identity of Rare Disease South Africa by exploring the importance of brand identity for Non-Profit-Organisations. Brand identity is defined by Aaker (1996) as a set of unique traits that a brand has, which can be used as an identifier and to which a brand aims to create, reflect and maintain. This study explores the current brand identity of RDSA within the framework of Aaker and Joachimisthaler’s brand identity model (2000). This study has been conducted by using Case Study qualitative research design, approached from an interpretivist paradigm point of view, which allowed the researcher to have a subjective dialogue with participants around the topic of the study, in order to uncover inside perspectives, views and meaning through the participants’ eyes. The data collection method used for this study was in-depth interviews and qualitative content analysis was employed in analysing collected data. The findings were aligned and analysed within the framework of Aaker and Joachimisthaler’s brand identity model, and indicated that Rare Disease South Africa does not have a strong brand identity but understands and acknowledges the importance of having a strong brand identity in order to be unique and to stand out from other Non-Profit Organisations.