According to the 2011 Harris Poll EquiTrend Study, the non-profit sector shows improvement in brand equity, despite some high profile missteps. Overall, the non-profit sector has continued to show improvement in brand equity among consumers since 2007. Girl Scouts of the USA is among several non-profit organizations that have demonstrated strong brand equity gains this year, a list which also includes American Diabetes Association, American Heart Association, American Lung Association, Feeding America, Habitat for Humanity, Leukemia & Lymphoma Society, March of Dimes and Muscular Dystrophy Association.
Earlier this year, Rick Thompson at Customer Think placed the new Girl Scout brand identity at number two in his Top Five Brand Identity and Logo Changes in 2010. At Brand New - one of my personal favorites - the Girl Scout refresh came out with high marks as well.