Abstract

Branding enables recognition, connects people, and supports an organisation to accomplish its mission. However, many Non-Governmental Organisations (NGOs) have limited expertise, facilities and financial capacity to focus on branding and to evaluate its impact. This paper studies the branding of NGOs in Malaysia by evaluating public perception towards the Global Organisation of People of Indian Origin (GOPIO) and the factors that affect public trust in the NGO. This research engaged three variables from Aaker’s Brand Equity Theory, namely Brand Awareness, Brand Loyalty and Brand Association as independent variables while placing Brand Trust as the dependent variable. The researchers conducted a quantitative survey on members, associates and friends of GOPIO in Malaysia and analysed the data through descriptive, correlation and multiple regression methods. The research found that Brand Awareness, Brand Loyalty, Brand Association and Brand Trust have positive relationships with one another. Brand Association was the best contributor to Brand Trust and the level of trust in GOPIO was very high. The research concludes that branding is imperative for NGOs and that NGOs must connect, promote participation and build relationships with people to secure volunteers, partnerships and funds. The findings of this research shall benefit organisations and researchers in Brand Equity, Brand Trust, NGO branding and Malaysian Indian NGOs.