中文摘要：

随着我国政府部门职能转移以及人民对公共服务需求的增加，近年来我国第三部门呈现爆发式的发展状态，大量社会组织不断涌现并在我国经济和社会领域中发挥着越来越重要的作用。随着公益领域内的竞争日趋激烈，社会组织一些深层次问题也逐步显现，例如品牌识别度低、慈善不足、内部治理不善、公信力缺失等问题，这都直接影响着我国社会组织自身乃至整个公益事业的发展。随着国际社会品牌管理理念在非营利领域的应用，我国社会组织也开始尝试运用品牌管理的方法来提升组织资源动员的能力和公信力的重塑。文章针对我国当前社会组织面临的发展困境，结合国外品牌建构的IDEA经典模型，从品牌完整性、民主性、伦理性、亲密性四个维度尝试探索我国社会组织品牌管理的实现路径。

英文摘要：

In recent years, China＇ s public welfare has developed vigorously. With the shift of government function and the increase demand for public service, a large number of social organizations are proliferating, which results in fiercer competition in the nonprofit sector. At the same time, problems are constantly emerging accompanied by the development of the nonprofit sectors which seriously affect the sustainable development of the social organization. With the application of brand management in the international nonprofit sectors, the social organization in China begin to use brand management as a tool to enhance the organization＇ s capability of resource mobilization and service providing. The IDEA framework stands for brand integrity, brand democracy, brand ethics and brand affinity, which is a classical theory in the nonprofit sector. In the face of the current credit crisis of the social organizations in China, this paper tries to construct a brand management model to realize brand differentiation and reshape the credibility of the social organization based on the IDEA theory.