Branding for the Public Sector
Creating, Building and Managing Brands People Will Value
1. Auflage November 2014
288 Seiten, Hardcover
Wiley & Sons Ltd
How to apply for-profit marketing strategies to non-profit organizations
Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector.
* Presents strategies and actions for building a powerful, memorable public sector brand
* Explains why the public sector will be the next huge growth sector in branding
* Explores the competencies needed to successfully manage a public sector brand
Part One: The Importance of Branding and Building Brand Strategy 1
1 The Public Sector and Branding 5
2 Public Sector Brand Categories 19
3 The Nation Brand Effect and Brand Architecture 47
4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities 67
5 Brand Positioning 99
Part Two: Implementing and Managing Public Sector Brands 141
6 Public Sector Brand Management 145
7 Brand Communications Strategy 173
8 Brand Engagement 203
9 Tracking Brand Success 221
10 The Future of Public Sector Branding 243
Author biography 267
Acknowledgements 269
Index 271
