The Research On The Brand Image Of Chinese Environmental Non-governmental Organizations

The wheel of history is rolling forward,the industry is advancing by leaps and bounds,and the population is exploding.All changes depend on the natural ecological environment that gets along with each other day and night.At the same time,it also brings a huge burden on the environment,and environmental problems are becoming increasingly serious.In order to improve the ecological environment,governments,enterprises,the media,and the public should work together in concert.In the process of environmental protection,the role of environmental ngos cannot be ignored.They play an important role in environmental education,environmental supervision and environmental protection.However,many existing problems of environmental ngos have seriously hindered their development.A good brand image can bring various conveniences to the organization and expand its visibility and influence.Therefore,this research starts from the theory and practice of brand image,explores and solves the dilemma of environmental ngos,with a view to achieving better development and playing a more active role.This paper take a case analysis and questionnaire investigation method,with "Chinese environmental ngos comprehensive evaluation model of brand image" summed up the brand image of Chinese environmental ngos to its self expectation,through "the public on Chinese environmental ngos brand image cognition questionnaire" get public awareness of Chinese environmental ngos,according to the brand image theory and brand management theory as the theoretical basis and model as well as the questionnaire logic framework.It discusses the brand image of Chinese environmental ngos from four aspects: organizational dimension,product dimension,human dimension and symbol dimension.Through research,this paper find that in the four aspects,the self-expectation of the brand image of China’s environmental ngos is characterized by strong professionalism and authority,good cooperation,strong scientific nature,rich diversity,strong sense of responsibility,active action,diverse forms and rich connotations;the public’s perception of it is uneven and varied,plays an active role,takes responsibility for environmental protection,and is markedly different and little known.It can be seen that there is a big difference between the two,the reasons include whether environmental ngos have awareness of brand image;The positioning of environmental ngos,as well as their mission,values and strategic objectives;Environmental ngos’ choice of partners and modes of communication;The attitude of environmental ngos towards the public.Based on this,the paper proposes strategies to improve the brand image of China’s environmental ngos from three aspects: building brand integrity,promoting brand democratization and enhancing brand affinity.In terms of brand integrity,first of all,the internal brand identification of environmental ngos should be rooted in the mission,value and strategy of the organization,and the brand positioning should be clearly defined.Then,the brand image of the organization should be transmitted accurately and widely,so that the internal brand identification of environmental ngos can be consistent with the external brand image;In terms of brand democratization,the first step is to make environmental ngos through participatory process of brand image of the internal and external stakeholders recognition,the second step is empowerment brand ambassador,in order to spreading environmental ngos brand image effectively,the third step is to guide the spread of brand ambassador behavior,allowing its within a certain framework flexible action;In terms of brand affinity,first of all,environmental ngos should understand the external environment in which they are located and look for partners;secondly,they should identify common goals and cooperative brands with partners and make them spread to the largest extent;finally,by sharing assets and achievements,environmental ngos can attract more attention.The three are closely linked,which is an effective way to enhance the brand image of environmental ngos.