品牌公益论纲

On Brand Philanthropy

品牌公益是基于品牌公共性而产生的公益理念及其行动,以及由之形成的公益新模式。品牌公益具有公益性、互益性和独立性三大特点,其背后则存在财产公益化、利益共享化和治理公域化的内在机制。理论上,品牌的公共性促成品牌公域的形成,品牌公域则孕育了品牌公益理念和行动,并为品牌公益提供支持。实践上,品牌公益具有独特的行动逻辑:建立以品牌命名的公益基金会,以品牌为纽带并借公益营造品牌社区,构建相对完整的公益供给系统。品牌公益亦有其局限性和挑战。品牌公益的优化应注重品牌财产公益化,以公共性为引领,努力营造品牌社区,提升公众参与度,并以品牌为核心完善公益品供给,优化公益生态,探索全球公益品牌。

Brand Philanthropy is a kind of philosophy and action for public benefit that come from brand publicity,and which constitute a kind of new mode of philanthropy.Brand Philanthropy has three features that public welfare,mutually beneficial and independence,which are based on some internal mechanisms include that public welfare of property,benefit sharing and public sphere of governance.In theory,the brand publicity has promoted the formation of brand public sphere,then the brand public sphere breeds the philosophy and action for Brand Philanthropy,and provide support for Brand Philanthropy.In practice,Brand Philanthropy has special action logic include that:to build the foundation in the name of brand;it's actions ties with brand and to build brand community through actions for public interest and to build a comparatively integrated supply system for public interest.The Brand Philanthropy has limitations and challenges.To optimize Brand Philanthropy we should to emphasis on public welfare of property,to build brand community base on publicity,to enhance the public participation,to improve the supply of public interest in the center of brand,to optimize the ecology of philanthropy and to explore to build global Brand philanthropy brand.