||This study explored non-profit organization using a qualitative method (in-depth Interview). The research objective of this paper is to analyze the content of Strong Brand to develop the internet marketing strategies and to establish differential and sustainable competitive advantage to achieve the goal of Sustainable Development of the organization.|
The study found that the Brand Equity of website of non-profit organization is mainly from constructing Strong Brand of non-profit organization, internet marketing strategies and methods, website design, website experience, emotional connections and trust. For non-profit organization limited in marketing resources, website is helpful to establish “brand awareness,” “brand image,” ”loyalty,” and “reputation of organization” and to achieve the marketing objectives of resource attraction, resource allocation, and persuasion to enhance the impact and performance of organization on society.
Suggestions of the managing brand equity of website of non-profit organization could be made as follows: focus on the social network of internet to build loyalty of website, use the special characteristics of internet to target customers, to produce website experiences, to combine eality and vitality, carefully choose partners to internet cooperation, and improve the integration and innovation capability of information communications technology and marketing communication. The study aims to provide the findings as the reference basis for website operating of non-profit organization and internet marketing strategies developing to assist non-profit organization in more effective resource to expand the virtual market of non-profit organization and use the initial study of Brand Equity of website of non-profit organization for the foundation of the future studies.