| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 94 === Since the 1990s, the non-profit organizations (NPOs) have been extensively established. A nonprofit organization indicates an organization whose main objective is to support some issue or matter of private interest or public concern for non-commercial purposes. Therefore, the NPOs play mediator roles between private sector and public sector with concerning the social needs. The NPOs may be involved in an innumerable range of areas, in general, they incude arts, charities, education, politics, religion, research, or some other endeavor, etc. This study focuses on the aspect of charities. Furthermore, small and medium NPO often faced with the barriers of donating from the public, resulting in closing. In order to help small and medium NPOs to operate in the long term, this study therefore, try to establish a brand building model to help small and medium NPOs to earn their own brand awareness and brand image. In so doing, the small and medium NPOs can attract more human resources and financial resources in running their business.
The study use Keller’s (2001) brand value pyramid model to build the customer’s need of brand. The quality function development (QFD) approach is employed to obtain the core competitive factors and to improve the poor-performance factors. Thereby, small and medium NPOs could build their strong brands by improving these poor-performance factors.
The empirical study was conducted in Taipei. The targeted NOP is Mordent woman foundation. The results are as follows: First, in the layer of brand value pyramid, the study found that Salience, Performance, Imagery, Judgment and Feeling have significantly positive effects on brand Resonance. Second, the higher layer of elements has stronger positive impacts on brand Resonance. Third, by using the QFD technique, the study is able to identify the core competitive factors and the poor performance factors.
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