對聚焦社會使命的非營利組織而言，良好的品牌形象能有效提升內外部關係人的認同與支持，能為組織吸引資源或拓展其社會影響力（Kylander 和Stone，2012）。然而，國內目前對於非營利組織的品牌研究，仍多著墨於行銷與管理，有關組織如何因應社會變遷進行品牌的轉型與塑造仍較為缺乏。因此，本研究首先透過文獻探討，提出「非營利組織品牌形象重塑」的初探性方法，並進入田野，以中小型非營利組織—台灣環境資訊協會（TEIA）為應用個案，將其3 年來的品牌形象重塑實務加以紀錄及探究。

品牌形象重塑的紀錄分為四部分，第一部分為「品牌調查及分析」，包含次級資料研究、內部認知訪談及品牌語意問卷調查；第二部分為「重塑規劃」，即提出品牌形象重塑草案；第三部分為「知覺整合」，包含組織使命、策略與部門架構的重塑；第四部分為「形象整合」，除了品牌策略規劃，也完成識別系統、簡介及網站共3項品牌設計。

為探究品牌形象重塑的成果，本研究採用Michaelidou、Micevski 和Cadogan（2015）開發的非營利組織品牌形象量表，以簡介為標的，調查受測者對TEIA「舊版簡介設計」及「新版簡介設計」的品牌形象認知，總共回收111 份有效問卷。根據問卷分析結果，TEIA 重塑後的品牌形象在所有向度（效能、效率、影響、活力、可靠性和道德性）皆有顯著提升，尤其以活力形象的提升最明顯有效。最後，本研究根據實務操作經驗及形象驗證結果，提出對「非營利組織品牌形象重塑」的研究結論與建議。

For non-profit organizations that focus on social missions, a good brand image can effectively enhance the recognition and support of internal and external stakeholders, attract resources for the organization or expand its social influence (Kylander and Stone, 2012). However, the current research on non-profit organization brands in Taiwan is mostly focused on marketing and management, and there is still a lack of how an organization transforms and shapes its brand in response to social changes. Therefore, this study firstly proposes an exploratory method of "rebranding of non-profit organizations" through literature research. Second, it takes the Taiwan Environmental Information Association (TEIA), a small and medium-sized non-profit organization as an applied case, to record and explore its image rebranding process over the past three years.

The record is divided into four parts. The first part is “Brand Investigation and Analysis”, which contains secondary research, internal cognitive interview, and the brand semantic questionnaire. The second part is “Rebranding Plan”, which gives a proposal of rebranding the image. Third, “Perceptual Integration” includes the reconstruction of organizational mission, strategy, and department structure. The Last is “Image Integration”, besides carrying out the image strategy plan, it also consists of the result of three design projects, which are identification system, introduction, and website.

Using the brand image scale developed by Michaelidou, Micevski, and Cadogan (2015), with the new and old brochures as validation object, conduct a design inspection through questionnaire, there were a total of 111 valid samples. The results indicates that TEIA’s brand image has been significantly improved in all dimensions (usefulness, efficiency, affect, dynamism, reliability, and ethicality) after its rebranding process, especially the improvement of the dynamism image is the most significant one. Finally, based on the practical experience and the validation results, this research concludes and gives recommendations on “Image Rebranding of Non-profit Organization”.

Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8-23.
Alter, K. (2007). Social enterprise typology. Virtue ventures LLC, 12(1), 1-124.
Bennett, R., & Sargeant, A. (2005). The nonprofit marketing landscape: guest editors' introduction to a special section. Journal of business research, 58(6), 797-805.
Casidy, R. (2014). Linking Brand Orientation with Service Quality, Satisfaction, and Positive Word-of-Mouth: Evidence from the Higher Education Sector. Journal of Nonprofit & Public Sector Marketing, 26(2), 142-161. doi: 10.1080/10495142.2014.901004
Catchings-Castello, G. (2000). The ZMET alternative. Marketing Research, 12(2), 6-12.
Crabtree, B. F., & Miller, W. L. (1992). Doing qualitative research. Paper presented at the Annual North American Primary Care Research Group Meeting, 19th, May, 1989, Quebec, PQ, Canada.
Dees, J. G. (1998). Enterprising Non-profits. Harvard Business Review, January-February.
DiMaggio, P. J., & Anheier, H. K. (1990). The sociology of nonprofit organizations and sectors. Annual review of sociology, 16(1), 137-159.
Drucker, P. F. (1990). Managing the Non-profit Organization: practices and pinciples (余佩珊, Trans. 鄧佩瑜 Ed.). 台北市: 遠流出版事業股份有限公司.
Ericsson, K. A., & Simon, H. A. (1980). Verbal reports as data. Psychological review, 87(3), 215.
Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of business research, 58(6), 841-853. doi: 10.1016/j.jbusres.2003.09.012
Ferguson, A. (1980). An essay on the history of civil society, 1767: Transaction Publishers.
Hannan, M. T., & Freeman, J. (1984). Structural inertia and organizational change. American sociological review, 149-164.
Hofer, C. W., & Schendel, D. (1978). Strategy formulation: Analytical concepts: West Pub. Co.
Kapferer, J. N. (2008). The New Strategic brand Management: Creating and Sustaining Brand Equity Long Term. (4th ed.). London: Kogan Page Publishers.
Kylander, N., & Stone, C. (2012). The Role of Brand in the Nonprofit Sector: Stanford Social Innovation Review.
Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation: Pearson Education Australia.
Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133.
Michaelidou, N., Micevski, M., & Cadogan, J. W. (2015). An evaluation of nonprofit brand image: Towards a better conceptualization and measurement. Journal of business research, 68(8), 1657-1666. doi: 10.1016/j.jbusres.2015.03.024
Morgan, D. (1996). Focus Groups. Annual review of sociology, 22, 129-152. doi: 10.1146/annurev.soc.22.1.129
Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The Measurement of Meaning: University of Illinois Press.
Ott, S. (2001). Economic and political theories of the nonprofit sector. The nature of the nonprofit sector, 179-189.
Putnam, R. D., Leonardi, R., & Nanetti, R. Y. (1993). Making democracy work: Princeton university press.
Salamon, L. M. (1987). Of Market Failure, Voluntary Failure, and Third-Party Government: Toward a Theory of Government-Nonprofit Relations in the Modern Welfare State. Journal of Voluntary Action Research, 16(1-2), 29-49. doi: 10.1177/089976408701600104
Sargeant, A., Ford, J. B., & Hudson, J. (2008). Charity brand personality: The relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, 37(3). doi: 10.1177/0899764007310732
Steinberg, R., & Powell, W. W. (2006). The nonprofit sector: A research handbook: Yale University Press.
Stewart, D. W., & Kamins, M. A.（2000）。Secondary Research (董旭英 & 黃儀娟, Trans.). 台北市: 弘智文化.
Duncan, T., & Caywood, C. (1996). The Concept, Process, and Evolution of Integrated. Integrated Communication: Synergy of Persuasive Voices (吳宜蓁 & 李素卿, Trans.). 台北市: 五南. 出版於1999年.
Weisbrod, B. A. (1986). Toward a Theory of the Voluntary Nonprofit Sector in a Three-Sector Economy.
Young, D. (2001). Contract Failure Theory,[w:] The Nature of the Non-profit Sector, ed. JS Ott: Westview Press, Colorado, Oxford.
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market: Harvard Business Press.
Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35-51.
吳思華（2000）。策略九說：策略的本質。台北市：臉譜出版。[Wu, S. H. (2000). The Nature of the Strategy. Taipei City, Taiwan, ROC: Faces Publishing LTD.]
張俊明、陳慶華、傅譓菱（2020）。論我國非營利組織的變革與創新。JMPI管理專業與創新學報，1(1)，頁74-85。 [Chang, C. M., Chen, Q. H., & Fu, J. L. (2020). Transformation and Innovation of Taiwan's Non-profit Organizations. Journalof Management and Professional Innovation, 1(1), 74-85.]
張百清，羅文坤，許俊基，程春（2003）。CIS發展與國別模式：超值企業形象設計。台灣：巨流圖書公司。 [Zhang, B. Q., Luo, W. K., Xu, J. K., & Cheng, C. (2003). International Styles of CIS Development. Taiwan, ROC: Chuliu Book Co., LTD.]
林淑馨（2009）。台灣與日本非營利組織之比較。載於蕭新煌、官有垣、陸宛蘋（主編），非營利部門：組織與運作（第二版）。台北市：巨流圖書股份有限公司。 [Lin, S. X. (2009). Comparison of Taiwan and Japanese non-profit organizations. In H. H. M. Hsiao, Y. Y. Kuan, & W. P. Lu (Eds.), Non-profit Sector: Organization and Operation (2 ed.). Taipei City, Taiwan, ROC: Chuliu Book Co., LTD.]
林磐聳（1985）。企業識別系統。台北市：藝風堂出版社。 [Lin, P. S. (1985). Corporate Identity System. Taipei City, Taiwan, ROC: Yi Fong Tang Publisher.]
王秉鈞、鄭勝分、吳佳霖、劉育欣（2013）。我國非營利組織社會企業化之研究。國家發展委員會委託社團法人中華組織發展協會之研究報告。編號：NDC-DSD-102-017。台北市：國家發展委員會。取自 https://ws.ndc.gov.tw/001/administrator/10/relfile/5644/2740/0060078.pdf.
[Wang, B. J., Zheng, S. F., Wu, J. L., & Liu, Y. X. (2013). Research on the Social Entrepreneurization of Taiwan's Non-profit Organizations. Taiwan, ROC: National Development Council. Retrieved from https://ws.ndc.gov.tw/001/administrator/10/relfile/5644/2740/0060078.pdf.]
蕭新煌（2004）。臺灣的非政府組織、民主轉型與民主治理。臺灣民主季刊，1(1)， 頁65-84。 [Hsiao, H. H. M. (2004). Non-Governmental Organizations, Democratic Transformation and Democratic Governance in Taiwan. Taiwan Democracy Quarterly, 1(1), 65-84. doi: 10.6448/TDQ.200403.0007]
蕭新煌（2009）。非營利部門在台灣的發展特色。載於蕭新煌、官有垣、陸宛蘋（主編），非營利部門：組織與運作（第二版）。台北市：巨流圖書股份有限公司。 [Hsiao, H. H. M. (2009). The Development Characteristics of the Non-profit Sector in Taiwan. In H. H. M. Hsiao, Y. Y. Kuan, & W. P. Lu (Eds.), Non-profit Sector: Organization and Operation (2 ed.). Taipei City, Taiwan, ROC: Chuliu Book Co., LTD.]
陸宛蘋、何明城（2009）。非營利組織之使命與策略。載於蕭新煌、官有垣、陸宛蘋（主編），非營利部門：組織與運作（第二版）。台北市：巨流圖書股份有限公司。 [Lu, W. P., & Ho, M. C. (2009). The Mission and Strategy of Non-profit Organizations. In H. H. M. Hsiao, Y. Y. Kuan, & W. P. Lu (Eds.), Non-profit Sector: Organization and Operation (2 ed.). Taipei City, Taiwan, ROC: Chuliu Book Co., LTD.]
內政部（2021）。內政部統計年報。四、合作事業及人民團體。取自
https://ws.moi.gov.tw/001/Upload/400/relfile/0/4405/48349492-6f8c-453b-a9d1-4a8f0593b979/year/year.html（2021年7月17日） [Ministry of the Interior, Taiwan, ROC. (2021). 2020 Ministry of the Interior Statistical Annual Report. Retrieved from https://ws.moi.gov.tw/001/Upload/400/relfile/0/4405/48349492-6f8c-453b-a9d1-4a8f0593b979/year/year.html.]