In response to the first goal: clarify and share brand awareness in NY metropolitan area (will mention in section 1.5), I would adjust the mission statement, as the mission statement is the most obvious symbol of an organization. A clear and attractive mission is even more important for CPC during rebranding period. The current mission statement of the CPC is: “Chinese-American Planning Council, Inc.’s mission is to promote social and economic empowerment of Chinese American, immigrant and low-income communities”. This mission statement focused on Chinese American, but in order to have diversity customers, recommend the CPC changes its “impact” mission statement to: Promoting opportunities for disenfranchised New Yorkers. This mission Statement