Branding for the Public Sector : Creating, Building and Managing Brands People Will Value.

By: Temporal, PaulPublisher: New York : John Wiley & Sons, Incorporated, 2015Copyright date: ©2013Edition: 1st edDescription: 1 online resource (290 pages)Content type: text Media type: computer Carrier type: online resourceISBN: 9781118756256Subject(s): Government marketing.;Government publicity.;Public relations and politics.;Branding (Marketing)Genre/Form: Electronic books. Additional physical formats: Print version:: Branding for the Public Sector : Creating, Building and Managing Brands People Will ValueDDC classification: 352.7/48 LOC classification: JF1525.M37 -- T46 2015ebOnline resources: Click to View
Contents:
Intro -- BRANDING FOR THE PUBLIC SECTOR -- Contents -- Preface -- Part One: The Importance of Branding and Building Brand Strategy -- Chapter 1 The Public Sector and Branding -- Why the public sector needs branding -- Brands and branding -- What is a brand and what is branding? -- The power and rewards of branding for the public sector -- The book in more detail -- Chapter 2 Public Sector Brand Categories -- Main categories of public sector brands -- Multi-national or multi-country brands -- Nation or country brands -- Can countries carry out branding? -- More than tourism is required -- Industry or sector brands -- Public service and civil service brands -- Ministry and government department brands -- Government‐linked corporations (GLCs) -- Places, destinations and cities -- Non‐government and non‐profit organizations -- Personalities and leaders -- summary -- Chapter 3 The Nation Brand Effect and Brand Architecture -- The Nation Brand Effect (NBE) and Country‐of‐Origin (COO) -- The link between private and public sector brands -- The impact of government policies -- The Nation Brand Effect and government direct support for businesses -- The link between the Nation Brand Effect and public sector brand architecture -- Brand architecture and intra‐brand competition -- Brand architecture in non‐government organizations -- Summary -- Chapter 4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities -- The three main steps in building a powerful brand strategy -- The role of market research -- Market research and brand perceptions -- Brand audits -- Other market and competitor information -- Don't forget the competitors -- The rational and emotional sides of brand strategy -- Characteristics of power brands - emotional capital -- The emotional brand relationship process -- Creating a brand vision.
Brand identity, brand image and perception gaps -- Developing brand values and personality -- Summary -- Chapter 5 Brand Positioning -- What is brand positioning? -- Brand positioning considerations -- The need for focus -- Real advantages not euphoric slogans -- Multi‐positioning and market segmentation -- Segmentation for political parties - voter psychographics -- Repositioning -- Repositioning and change -- Writing a positioning statement -- How to write a positioning statement -- Repositioning - the new paradigm -- Should positioning be revolutionary or evolutionary? -- Positioning for equality -- Positioning for superiority -- Evaluate brand positioning regularly -- Summary -- Part Two Implementing and Managing Public Sector Brands -- Chapter 6 Public Sector Brand Management -- What is brand management? -- The Brand Management Wheel -- Managing brand touchpoints -- Brand guardianship and structure -- Inclusiveness -- Intra‐brand competition and inclusiveness -- Brand management structure -- BMC roles -- BWC roles -- Brand management, policies, and tough decisions -- Brand management and the need for consistency -- Summary -- Chapter 7 Brand Communications Strategy -- What is a brand communications strategy? -- Communications objectives -- The need for consistency -- The use of evolutionary brand communications campaigns -- Avoiding revolutionary campaign management -- The need for an online communications strategy -- Non‐profits -- Direct sales and promotion in public sector brand communications -- Global brand vectors - sport and product placement -- Summary -- Chapter 8 Brand Engagement -- Brand engagement, corporate image, and culture -- Engaging employees -- Develop brand action plans for all business units and functions -- Engaging partners and other stakeholders -- The use of quality marks and other public sector endorsements -- Summary.
Chapter 9 Tracking Brand Success -- Measuring brand value -- Explanation of the Methodology -- Benefits summary of nation branding to governments and steps for implementation -- Summary -- Summary of Part Two -- Chapter 10 The Future of Public Sector Branding -- National brands and emerging markets -- Strategic industries, destinations and cities -- Building the Nation Brand Effect -- Branding the public service -- Corporate social responsibility and global partnerships -- Social innovation, collective impact and creating shared value -- Social entrepreneurship and creating shared value (CSV) -- Summary -- Author biography -- Acknowledgements -- Index -- EULA.
Summary: 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.
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Intro -- BRANDING FOR THE PUBLIC SECTOR -- Contents -- Preface -- Part One: The Importance of Branding and Building Brand Strategy -- Chapter 1 The Public Sector and Branding -- Why the public sector needs branding -- Brands and branding -- What is a brand and what is branding? -- The power and rewards of branding for the public sector -- The book in more detail -- Chapter 2 Public Sector Brand Categories -- Main categories of public sector brands -- Multi-national or multi-country brands -- Nation or country brands -- Can countries carry out branding? -- More than tourism is required -- Industry or sector brands -- Public service and civil service brands -- Ministry and government department brands -- Government‐linked corporations (GLCs) -- Places, destinations and cities -- Non‐government and non‐profit organizations -- Personalities and leaders -- summary -- Chapter 3 The Nation Brand Effect and Brand Architecture -- The Nation Brand Effect (NBE) and Country‐of‐Origin (COO) -- The link between private and public sector brands -- The impact of government policies -- The Nation Brand Effect and government direct support for businesses -- The link between the Nation Brand Effect and public sector brand architecture -- Brand architecture and intra‐brand competition -- Brand architecture in non‐government organizations -- Summary -- Chapter 4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities -- The three main steps in building a powerful brand strategy -- The role of market research -- Market research and brand perceptions -- Brand audits -- Other market and competitor information -- Don't forget the competitors -- The rational and emotional sides of brand strategy -- Characteristics of power brands - emotional capital -- The emotional brand relationship process -- Creating a brand vision.

Brand identity, brand image and perception gaps -- Developing brand values and personality -- Summary -- Chapter 5 Brand Positioning -- What is brand positioning? -- Brand positioning considerations -- The need for focus -- Real advantages not euphoric slogans -- Multi‐positioning and market segmentation -- Segmentation for political parties - voter psychographics -- Repositioning -- Repositioning and change -- Writing a positioning statement -- How to write a positioning statement -- Repositioning - the new paradigm -- Should positioning be revolutionary or evolutionary? -- Positioning for equality -- Positioning for superiority -- Evaluate brand positioning regularly -- Summary -- Part Two Implementing and Managing Public Sector Brands -- Chapter 6 Public Sector Brand Management -- What is brand management? -- The Brand Management Wheel -- Managing brand touchpoints -- Brand guardianship and structure -- Inclusiveness -- Intra‐brand competition and inclusiveness -- Brand management structure -- BMC roles -- BWC roles -- Brand management, policies, and tough decisions -- Brand management and the need for consistency -- Summary -- Chapter 7 Brand Communications Strategy -- What is a brand communications strategy? -- Communications objectives -- The need for consistency -- The use of evolutionary brand communications campaigns -- Avoiding revolutionary campaign management -- The need for an online communications strategy -- Non‐profits -- Direct sales and promotion in public sector brand communications -- Global brand vectors - sport and product placement -- Summary -- Chapter 8 Brand Engagement -- Brand engagement, corporate image, and culture -- Engaging employees -- Develop brand action plans for all business units and functions -- Engaging partners and other stakeholders -- The use of quality marks and other public sector endorsements -- Summary.

Chapter 9 Tracking Brand Success -- Measuring brand value -- Explanation of the Methodology -- Benefits summary of nation branding to governments and steps for implementation -- Summary -- Summary of Part Two -- Chapter 10 The Future of Public Sector Branding -- National brands and emerging markets -- Strategic industries, destinations and cities -- Building the Nation Brand Effect -- Branding the public service -- Corporate social responsibility and global partnerships -- Social innovation, collective impact and creating shared value -- Social entrepreneurship and creating shared value (CSV) -- Summary -- Author biography -- Acknowledgements -- Index -- EULA.

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.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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