CASE STUDY – THE WELLNESS INSTITUTE: TO BRAND OR NOT TO BRAND 1. What were two r

CASE STUDY – THE WELLNESS INSTITUTE: TO BRAND OR NOT TO BRAND
1. What were two reasons that the case stated as to why internal branding was important? Which one of the four key mechanisms that were listed as indicators for success of internal branding do you think the Wellness Institute appear to have? (5 marks)
2. Do you think it is appropriate for the Wellness Institute, as a nonprofit, to put resources into a branding exercise? Please explain your response. (5 marks)
3. Using the results of the survey, make a case for what the Wellness Institute should focus on being known for with a new branding strategy. (5 marks)
4. What kind of outcomes could come from having a good brand? How might the Wellness Institute use these to justify the expense to its Board of Directors, their funders, and their staff (those responses might vary)? (10 marks)