MARKETING COMMUNICATIONS - RED CRESCENT SOCIETY

Marketing Communications - Red Crescent Society

Marketing Communications - Red Crescent Society

1) "Analyse and critique the branding for ICRC.

Ans. From a branding side ICRC has had to reconcile two sometimes contradictory priorities. On the one hand, a response must be found to the questioning of the legal framework and the widespread challenge to the inviolability of the physical and moral integrity The ICRC's efforts aim, as a priority, to ensure that detainees are treated humanely and with respect for their dignity. The ICRC determines the beneficiaries of its activities on the basis of existing humanitarian needs and according to criteria linked to the prevailing situation in a given context. Whenever someone mentions ethical standards, the first things that come to mind are usually not discrimination, harassment, abuse of power, or intimidating behavior.

The unfortunate truth is that most of the time we do not hear or pay attention to ethical executives until they have done something unethical. Many times the misconduct is so outrageous and the abuse is usually one of an enormous proportion. Of course, the media has painted the image of the shameful Chief Executive Officer who is holding a press conference admitting that he had poor judgment in a particular situation. Most of the images the media has imbedded in the public's minds are mostly from corporate executives. Nonprofit executives have had their day in the sun as well.

Unfortunately, with the number of nonprofits steadily rising, unethical practices within organisations are not just reserved for corporations and for-profits. According to a study by the Ethics Resource Center, in "2007, nonprofit violations have reached levels comparable to business and government organisations" (Ethics Resource Center, 2007).

Q2- From your analysis show differences and similarities in marketing between the ICRC and commercial organisations.

From a Marketing aspect the brand ICRC is well known for saving lives and it means humanity to people around. ICRC does not need a new direction or positioning the extensive list of nonprofit executives whom once vowed to see the mission of the organisation through, have fallen into the category of failing to fulfill their ethical standards. From the most notable organisations such as United Way, Red Cross, American University, Smithsonian Institution, and EduCap Inc., to local charities, these nonprofit executives have failed to "demonstrate the highest standards of personal integrity, truthfulness, honesty, and fortitude in all activities in order to inspire confidence and trust in their activities" (The Nonprofit Center , 2009, expression 8).

It is important to keep in mind that ethics can be perceived in two various definitions. The authors of "What is Ethics" states that "ethics refers to well based standards of right and wrong that prescribe what humans ought to do, usually in terms of rights, obligations, benefits to society, fairness, or specific virtues" (Velasquez, Andre, Shanks, & Meyer, 1987). Ideally, ethical standards are those virtues of honesty, consideration, and trustworthiness. Ethics is also defined by authors Scott Quatro and Ronald Sims, "ethics has to do with behavior-specifically, one's ...