中文摘要：

品牌化是现代非营利组织提升组织能力、应对外部竞争的有效手段。本文围绕非营利组织品牌这一主题，基于文献回顾，分析了非营利组织品牌的基本内涵，介绍了品牌对于非营利组织的核心价值，归纳了非营利组织品牌建构的制约因素，分析了有关非营利组织品牌建构的经典理论模型，总结了非营利组织品牌建构的相关策略，并提出了该领域的未来研究方向，以便为后续研究提供参考。

英文摘要：

Branding is an effective tool for modern nonprofit organizations to promote organization-al capabilities and confront external competition. Based on a literature review, this paper analyzes the basic connotation of brands in nonprofit organizations and introduces the core values of brands in non- profit organizations. And then it summarizes the restriction factors of brand construction in nonprofit organizations, and analyzes classic theoretical models and related strategies of brand construction in nonprofit organizations. Finally, it points out the directions in future research in order to provide some reference for follow-up research.