Most people have probably never heard of the world’s largest nongovernmental organization. BRAC, with a workforce of over 100,000 people and projects reaching 1 in every 55 people, is the biggest development organization operating today.
But compared with groups such as Amnesty International, Oxfam, Red Cross, UNICEF and World Vision, BRAC is hardly a household name. Other organizations have become synonymous with supporting and advocating for developing communities.
The difference between BRAC and other international NGOs could be about strategy. Being a brand name doesn’t suit every organization’s needs and may not even be in its benefit. But all NGOs have stakeholders and a message that needs to be communicated to them, so brand does matter.