译名:
The Branding Strategy of Jet Li One Foundation
中文关键词:
名人基金会、壹基金、品牌建设;2010百优
英文关键词:
celebrity-formed charity; One Foundation; brand building
中文摘要:
近几年来,中国的慈善事业迅速发展,慈善组织的数量稳步增长,慈善意识逐渐深入人心,其中以社会名人发起并成立的基金会受到广泛的关注。本研究以中国红十字会李连杰壹基金计划(壹基金)为案例,通过深度访谈和二手资料调研等方式对名人慈善基金会在品牌建设方面采取的策略上进行了探索和分析。结果显示壹基金在所造成功品牌时,执行了品牌识别、品牌激活、品牌表达、和品牌保护的战略。本研究也就壹基金在品牌建设上与西方非营利组织的异同进行了探讨。本研究一方面对于非营利品牌建设的理论提供了补充,同时为中国慈善基金会未来的发展方向提出了参照和建议。
英文摘要:
Nonprofit organizations have been developed in the past few years in China. Their branding and communication strategies have aroused enormous interests in both the academia and the professional world, the most prominent among which is the celebrity-formed charities. The current study conducted a case analysis of the Red Cross Society of China- Jet Li One Foundation Project (One Foundation), aimed to explore how One Foundation built the brand. Results revealed that to build a successful non-profit brand, One Foundation conducted a strategy including building the brand identity, revitalizing the brand, expressing the brand, and the protecting the brand. Similarities and differences between One Foundation and the Western charities were also discussed. The study contributed to the theory of non-profit branding strategy, and provided insights into the way how Chinese charities build a successful brand.
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