| Summary: | The adaptation of the corporate branding principles from the for-profit sector is seen to be helpful to voluntary welfare organisations (VWO) in distinguishing themselves with competing organisations. With few studies on corporate branding done in Singapore, this paper tests the applicability of Hatch and Schultz’s (2001, 2003) Corporate Branding Tool Kit (CBTK) to examine the branding of Singapore Cancer Society (SCS), one of the pioneering cancer VWO in the country. The framework explores both the internal and external communication of the brand. In line with the CBTK, we investigated the coherence across the management’s vision and the staff’s organisational culture through ten in-depth interviews and secondary data analysis as well as the public’s image of SCS through a public opinion survey with 704 respondents.
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