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The main task of the Australian company FoodBank is defined by the problem of hunger, which is still relevant for the Australian society. FoodBank provides food supplies for the needy sectors of society, and their main task remains to solve the problem of hunger of vulnerable members of society. Lack of food represents a basic human need, and the task that FoodBank solves is one of the key conditions for the harmonious development of society. Based on this, it is possible to describe FoodBank’s activities as exclusively humanistic, which does not negate the need to maintain its own brand and conduct business.
Given the charitable nature of the company, their target market is represented by those customers who are able to provide them with support. The market is geared towards anyone who can provide food or financial support as a donation. Charity is at the heart of the company’s financial support, and in the case of FoodBank, food is valued as much as money. The company also relies on online fundraising campaigns and works with charities across the country.
The element of competition in FoodBank’s operations is brought about by a large number of other organizations engaged in similar philanthropic practices in Australia. Other organizations, such as the Australian Red Cross, have broader spheres of influence that go beyond subsistence (Chapman et al., 2018). However, it cannot be said that there should be direct competition in their activities since humanitarian activity logically cancels such a possibility. A beneficial advantage and point of difference for this company in comparison with other charitable organizations is the very urgency of the tasks they solve. Directly dealing with the problem of the hungry segments of the population of Australia, the company emphasizes that their activities are vital for the prosperous life of society. Additionally, it should be noted that FoodBank cooperates with companies for charity, which as a result, underestimates the possibility of competition between companies (FoodMart Australia, 2021). At the same time, the very tasks performed by companies, on the contrary, require close cooperation and mutual influence of finance and other means.
The Keller-Model Brand Evaluation
A brand mantra or statement that sits at the core of a company and expresses its essence should be a statement emphasizing the company’s extended networking. It is by joining with charitable organizations, volunteers, food factories that the company is able to provide food for such a large number of hungry people. Therefore, collaboration in all possible areas for the sake of helping everyone in need can in fact be the company’s credo.
Using the model of brand equity developed by Keller, it is proposed to consider FoodBank as a brand that has all the inherent features and qualities (Raut et al., 2019). The brand’s identity is defined by its clearly defined objectives – providing and distributing food to those in need. The meaning of the brand and its imagery lies in the call to pay attention to the problem and help solve it since even the smallest help counts. Speaking about the responses that a given brand can cause, it can only cause positive judgments as it adapts to changing climatic and epidemiological conditions. The feelings and emotions evoked by the FoodMart brand can also be described as positive and hopeful, as they represent an example of a dedicated humanitarian organization.
Thus, at the very top of the Keller pyramid, there is a general resonance caused by the brand (Bhatti et al., 2018). FoodBank clearly has a beneficial effect on the social situation in Australia. The company attracts the attention of both individual volunteers and entire organizations to the problem of hunger. Consequently, the company is doing well in engaging audiences and gaining additional support that strengthens the company. All of the above points demonstrate that FoodBank is truly a brand that attracts attention and ensures loyalty from sponsors.
Works Cited
Bhatti, Anam, et al. (2018). “Impact of social media brand communication on brand knowledge: Mediating role of brand Image & brand awareness application of CBBE model theory of Keller”. Journal of Management Info, vol. 4, no. 4, pp. 12-18. Web.
Chapman, Cassandra M., et al. (2018). Identifying (our) donors: Toward a social psychological understanding of charity selection in Australia. Psychology & Marketing, vol. 35, no. 12, pp. 980-989.
Raut, Umesh R., et al. (2019). “Mediating model of brand equity and its application”, Spanish Journal of Marketing, vol. 23, no. 2, pp. 295-318.
“What We Do.” FoodBank Australia, 2021. Web.
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