In September 2002, Marjorie Newman-Williams, director of communications for UNICEF, is ready to present the results of a two-year process of rebranding the annual meeting of the heads of the national committees. This case describes the organization and highlights the challenges faced by UNICEF in 2002. Details of the rebranding process, including marketing research, development, essence of the brand and model, and organizational issues of consensus, are the basis of the case. "Hide
by John A. Quelch, Nathalie Laidler Source: Harvard Business School 27 pages. Publication Date: February 11, 2003. Prod. #: 503032-PDF-ENG
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