Best Practices of International Branding for NGOs in China

Abstract

Directing branding towards an international landscape allows non-governmental organizations (NGOs) to expand to new scenes and reach larger audiences. This can open doors potentially leading to an increase in growth and impact, through collaboration with international organizations and increased fundraising outreach. Understanding how to effectively direct branding internationally is relevant for the Chinese NGO sector of today, because it brings Chinese NGOs closer to international stakeholders and increases their reach. This has a positive effect on Chinese NGOs in terms of increasing their capacity and accountability. The present article aims to contribute to building the capacities of Chinese NGOs in international branding. Through qualitative interviews with key informants of NGOs in China, quantitative observations of online activity of NGOs on international social media platforms, and desk research on the topic, this article identifies best practices of international branding for NGOs in China in terms of internal brand identity, external brand identity and brand performance.

Keywords

• branding
• ngos
• international
• china
• best practices
• online