| This article selects the Red Cross brand construction as the research object, using literature analysis, the combination of theoretical analysis and mathematical statistics method, analyses the brand construction present situation of the Red Cross, research into the cause of its brand crisis and makes the solutions. Through this study, the reverse of the Red Cross brand image, promote the development of philanthropy in our country.This article mainly includes three parts of contents. The first part of analysis in this paper analyzed the nonprofit organization the importance of brand building and specific points on the basis of the concept of non-profit organizations and the main characteristics. On this basis, it’s a charity this special category of nonprofit organization brand construction is analyzed, and analyses the credibility of a charity organization the important value of brand building. The second part on the basis of the current state of the Red Cross and intuitive analysis of brand building, through the fuzzy evaluation methods and Sinobrand quantitative methods of construction carried out on the current situation of the Red Cross brand evaluation. And its shortcomings were analyzed. Main show is the lack of credibility and brand building. The reason of the credibility crisis is that their organization has certain defects. In the event of an emergency, can’t directly induced by effective mechanism for rapid turnaround, thus greatly affect the brand image of the Red Cross. Lack of sub brand building is mainly caused by a lack of emphasis. The Red Cross brand is greatly influenced by the parent brand directly. In the case of a credibility crisis, fundraising ability also received a big impact. The third part is to solve the crisis of credibility of the Red Cross two main methods: enhance brand credibility and strengthen the construction of brand strength. In terms of brand credibility ascension, through internal governance structure, strengthening the construction of information disclosure, establish efficient third-party evaluation mechanism, strengthen the ability of handling crisis events promote role, etc. In the aspect of brand construction, by refining the core value of the brand, pay attention to brand marketing, innovation, brand promotion way, build up brand information public platform, to improve the way of brand operation mode, etc. Finally, analyzed the scheme of the brand construction of the local Red Cross organization. The adopted method is fuzzy evaluation method. |
