The Power of Nonprofit Branding: A Case Study of WWF's Influence in Global Environmental Conservation

非營利組織品牌建構的力量－世界自然基金會在全球環境保護的影響力案例研究

10.6207/ART-VISION.202410_(28).131-140

Chang, Lu-Hsin(張露心)；Yen, Chen-Jung(顏鎮榮)

Nonprofit Organization ； Branding ； WWF ； 非營利組織 ； 品牌 ； 世界自然基金會

藝見學刊

28期（2024 / 10 / 01）

131 - 140

英文;繁體中文

This paper explores the significant role of branding in enhancing the influence and effectiveness of nonprofit organizations, using the World Wide Fund for Nature (WWF) as a case study. Through an analysis of WWF's branding strategies-including its iconic logo, consistent messaging, and impactful campaigns-this study demonstrates how a strong brand can elevate a nonprofit's visibility and mobilize global action toward environmental conservation. WWF's branding has effectively aligned its mission, vision, and values with its public image, establishing it as a trusted leader in the environmental sector. The findings underscore that strategic branding is essential for nonprofits to increase their impact, foster stakeholder trust, and achieve long-term sustainability in their efforts. The case of WWF illustrates that a well-developed brand is a powerful tool for driving social and environmental change, transcending geographic and cultural boundaries to unite people in a common cause.

本文以世界自然基金會（WWF）為例，探討了品牌在提升非營利組織影響力和成效方面的重要角色。透過對世界自然基金會品牌策略的分析（包括其標誌性標誌、一致的訊息傳遞和有影響力的活動），本研究探討透過品牌打造，如何提高非營利組織的知名度並動員全球採取環境保護行動。世界自然基金會的品牌有效地將其使命、願景和價值觀與品牌形象結合起來，使其成為環境領域值得信賴的領導者。研究結果發現，策略品牌對於非營利組織提高影響力、培養利害關係人信任並實現其努力的長期永續性至關重要。透過世界自然基金會的案例研究，瞭解品牌的運作可以如何協助非營利組織，成為推動社會和環境變化、超越地理和文化界限、將人們團結在共同事業上的有力工具。