We had been discussing the branding of the Amcham Foundation for the past several days.

As a start we discussed what the Amcham Foundation does.

1. The scope of our work: Socio civic arm of the American Chamber of Commerce of
the Philippines (Corporate Social Responsibility)
2. The attributes of the organization
a. Established in 1985
b. Professional and licensed social workers
c. Own the facilities used in providing services to the Amcham scholars
d. Certified by the DSWD and PCNC
3. We provide the following functional benefits
a. Tax deduction certificates for donors
b. Provide a forum for CSR discussion, annual CSR photo exhibit, and recognition
for excellent CSR programs by member companies
4. Quality of work
a. 80% of donor contribution goes directly to projects
b. Donors are provided regular updates on the progress of projects
c. Conform to DSWD rules and regulation especially in case management
d. Excellent events management
5. Utility of the organization and its services
a. Provide the screening and selection of scholars for the donors
b. Monitoring of the progress of scholars
c. Monthly school and home visits to monitor closely the progress of each
scholar

We have loyal sponsors and donors who had been supporting the youth development and disaster relief operations of the foundation. The question is how do we maintain this community of loyal supporters.

1. What is our brand personality to the donors and sponsors?
-Are we seen as an effective and efficient organization?
2. What is our customer-brand relationship?
-Are we seen as credible?
3. What are the emotional benefits gained by our community?
-Joy of giving?
4. What is the self-expressive benefit to the sponsors and donors?
-What community value do we satisfy?
5. What is the user imagery of the foundation?
-Professionals?
6. What symbol represent the foundation to its community?
-Eagle?
7. To what organization are we associated with in the minds of our community
-Don Bosco?

I think we still need to do a lot of reflection to gain insight into the Amcham Foundation "brand"