III.II: Brand Recognition
The BSA brand is recognized and valued nationally and locally across targeted audience segments. Other Information:
Specific Goals: 1. We have fully articulated the message platforms and target audiences of both the BSA's primary programs
(Cub Scouting, Boy Scouting, Varsity Scouting, Venturing, Sea Scouting, and Exploring) and its sub-brands (e.g., Philmont,
the Order of the Arrow, and the National Scouting Museum).* [April 2012] * The message platforms have been defined by May
2010. 2. In the 2015 Cone Nonprofit Power Brand 100 report (or another survey selected in 2010), the BSA's brand equity is
among the top five nonprofits in America. [December 2015] 3. We have trained marketing chairs in all councils, areas, and
regions. [December 2011] 4. We have developed consistent, relevant, and appropriately branded messages for multicultural markets
(e.g., African American, Hispanic, Asian, and Pacific communities). [December 2011] 5. We have a structure in place that educates
new and existing volunteers and employees about the BSA brand. [May 2012]
Indicator(s):
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