For effective policy implementation, domestic public institutions have been attempting image management from the perspective of brand, but the existing image evaluation method has failed to properly reflect public institution's own identity, which was differentiated from other brands. Therefore, this study suggested common good as a differentiated identity component of public institutions, based on a theoretical discussion, and analyzed the implementation characteristics. Specifically, this study analyzed the characteristics of universal common good and common good(public conflict resolution) that reflects specificity of public institutions for scaling. As a result, 6 factors; credibility, procedural fairness, coordination, generosity toward diversity, communication, action and 18 items were extracted for the common good implementation characteristic scale of public brands, and then theoretical and practical implications were discussed, based on diverse cases. In conclusion, this study will make a contribution to social integration and smooth administrative performance by enhancing the necessity of existence of public institutions and the values, and inducing public institutions to form solidarity with citizens and various organizations as community members.