The paper “ Charities and Cause-Related Marketing - Ocean Conservation and Non-Profit Organization Sea Shepherd” is a spectacular version of a case study on marketing. Cause-related marketing has become an idea that is used in charities today. Ocean conservation has become one area cause-related market is well exhibited in charities. Ocean conservation, in this case, is tied with Sea Shepherd, a charity organization that has become popular in fighting to conserve and preserve marine and wildlife species at danger (Sea Shepherd 2012). Many of the activities of the organization rely a lot on donations and contributions from ‘ friends of sea shepherd’ who for many years have been inspired by the activities of the organization, hence the increased desire to get involved.
As a result, the aim of this report is to establish how the concept of the cause-related market has successfully been applied in charity organizations like Sea Shepherd. Emphasis is placed on the key aspects of value, associations, personality, and lifestyle. Subsequent sections and paragraphs are used to investigate and discuss these aspects in length. 2.0. Background of the brand 2.1. Sea ShepherdSea Shepherd is a non-profit organization that was established in 1977.
Since its establishment, Sea Shepherd has progressively become an international non-profit organization dedicated to the course of conservation of marine and wildlife species (Sea Shepherd 2012). As a result, Sea Shepherd is well known for its aggressive initiatives aimed at conserving and protecting ecosystems and species. The organization uses direct and innovative tactics to study, document and initiate actions in the seas, especially where it sees the lives of marine species are at risk from illegal fishing activities (Sea Shepherd 2012).
The understanding that Sea Shepherd has for a long time expressed is that these species have to be protected at whatever cost in order to ensure the future generations have the opportunity to access them. Sea Shepherd Campaigns on major sea species such as dolphins, Galapagos, seals, sharks, and whales, is what has made the organization endeavor itself to many supports in terms of donations and support. 2.2. Brand concept mapThe above diagram represents a brand concept map for the Sea Shepherd organization. Understanding brand equity has been identified to be critical and important in marketing (Deborah, Loken, Kim, and Monga 2006).
As a result, understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in consumer memory (Deborah, Loken, Kim, and Monga 2006). For example, consumers or members associated with any organization are likely to identify and associate with a brand given its key attribute or feature, usage situation, a person associated with the product, or the logo of the product (Deborah, Loken, Kim, and Monga 2006). The association that takes place later becomes a brand image that identifies the brand’ s uniqueness and value to consumers, hence define and express the ways the brand’ s equity can achieve a competitive position in the market place (Deborah, Loken, Kim, and Monga 2006).
For Sea Shepherd, brand equity has over time been associated with Captain Paul Watson. Watson is the founder of Sea Shepherd and his aggressive activities aimed at directly confronting the ‘ enemies’ of marine and wildlife species have earned him accolades among many people in the world. Paul Watson has over time established and reinforced the brand equity of Sea Shepherd through aggressive marine and wildlife campaigns, sometimes daring to confront danger from diverse sources.
Using media, advertisement, social marketing, and public relations, Sea Shepherd has successfully created brand equity that revolves around campaigns aimed at the conservation and preservation of endangered species.