河南师范大学学报(哲学社会科学版)

随着慈善事业走向正规化、规范化,慈善品牌建设成为提高机构形象、吸引公益资金、促进慈善事业发展的重要路径。比较成功的慈善品牌无不是从品牌的核心要素出发精心打造的结果。在塑造慈善品牌的过程中,应着力打造慈善品牌的知名度、美誉度、忠诚度。不过与此同时,慈善事业的品牌建设有其遵守的必要原则,从而与一般商业运营有着重要的区别。

With the standardization and normalization of our nation's charity,the charitable brand construction has come onto the agenda gradually.The charitable brand construction has been generally recognized as an important way of enhancing the image of organizations,attracting public welfare fund,and promoting philanthropic work.Almost all the successful charitable brands come into being as the result of a careful construction of charitable brands around its core elements.In the meantime of shaping charitable brands,emphasis and efforts should be focused on the establishment of their famousness,fine reputation and loyalty.But the brand-building of charity has the necessary principle to comply with,thereby obviously different from general business operations.