Research On The Brand Identity Construction Of Grassroots NGO

With the continuous development of economy and the progress of society,the grassroots non-profit organizations in China are emerging and getting more and more attention from the public.The grassroots non-profit organizations have played an important role in the provision of public services,the transmission of public opinion,the participation in social governance and the dissemination of charity philosophy.However,due to the late start,there are still various problems in the development of grassroots non-profit organizations.It is not easy for them to grow up.Therefore,the improvement of the reputation of non-profit organization is particularly important.This paper first discusses the research purpose,significance and related research status of grassroots NGO brand identity construction.Subsequently,the concept of grassroots non-profit organization and brand identity has been further explained.Then it discusses the status and predicament of grassroots non-profit organizations' brand identity construction.After that we do a case study of the China-Dolls Center for Rare Disorders(CCRD).First introduced the history and the present situation of the organization.Then gave a detailed explanation of the successful practices and revelation of the organization's brand identity construction.Finally,based on the analysis and study above,we put forward some suggestions to promote the construction of grassroots non-profit organization's brand identity from the perspective of the organization itself and the external environment.We believe that the brand identity construction of grassroots non-profit organization requires the participation of organization,society and government.The role of the three are indispensable.