will be followed by the meaning of brands and a few essential concepts relating to brands like brand awareness, perceived brand quality, brand association and brand loyalty. This will be followed with a discussion of the concept of brand personalities. These will form a basis for the second half of the paper. The second half of the paper has been based on three advertisements that have been chosen. The three charities that have been selected for discussion are a) Fred Hollows Organisation, b) Boys to men organisation and c) Melbourne Community foundation. The main reason for choice is due to the varying personality and the varying range of marketing efforts by each of these organisations.
The not – for - profit – sector or the community sector, or charity sector is also referred to as the Philanthropic practice. This sector generally contains organizations which work with a purpose to help the society without the generation of profits or gain for any individual members or directors. The government is generally never referred to as a part of this sector, however, the government hospitals, universities and museums do fall into this category as well.
The Australian markets have recorded over 70,000 such not – for – profit organizations and the organizations deal with a range of activities like environment conservation, charities to provide assistance to needy and disadvantaged, special schools, public hospitals, and many more. It is essential to note that organization that are altruistic entities and have been recognized and endorsed by the Australian Taxation Office alone are legal charities. These mainly deal with the care for people who are sick; disabled promote religion, provide educational scholarships, or even help after any disaster has struck. In simple terms they are the ones which work for the benefit of the community as a whole. “Philanthropy is a desire to improve the welfare of humanity through the giving of money, time, information, goods