Brand and Public Relations in the Taiwanese Not-for-Profit Sector. A Case Study of the Eden Social Welfare Foundation

      Аннотация: In a competitive environment in Taiwan, not-for-profit organisations (NPOs) seek to differentiate themselves from other NPOs. ‘Brand’ improves the internal functions and competitiveness of these NPOs; attracts funding to them by making use of public relations (PR) strategies and techniques and expanding the access to public resources; and also conveys a slick corporate image to the public. This research project has adopted a PR perception of leading marketing concepts to look at charity brand strategy. This approach has been taken instead of the more common marketing-oriented perspective. NPOs exist because of their public service or social welfare missions. The best way to increase income is to raise accountability and interactions with the public or corporations through ethical relationship management as part of NPO PR practice. This study takes as its subject the Eden Social Welfare Foundation, which was established in 1985 and is one of Taiwan’s top five NPOs. The challenges faced by Eden in presenting itself as a caring, non-partisan organisation in an age of branding, competition and a public sensitive to the ethos of charity is investigated.

Ключевые слова: Brand, Not-for-Profit, Public Relations