The Resource Branding for the public sector : how to develop successful brands in the sector where image is power, Dr. Paul Temporal

Branding for the public sector : how to develop successful brands in the sector where image is power, Dr. Paul Temporal

Label
Branding for the public sector : how to develop successful brands in the sector where image is power
Title
Branding for the public sector
Title remainder
how to develop successful brands in the sector where image is power
Statement of responsibility
Dr. Paul Temporal
Creator
Subject
Language
eng
Summary
  • "From government programs to non-profit organisations to global NGOs, organisations in the public sector are increasingly turning to branding strategies employed by for-profit companies to develop their images. Image is everything, particularly in the developing world in which many public-sector groups operate. Consequently, the public sector is the next big growth area in branding, but few books address branding strategy specific for this sector. Branding for the Public Sector fills this gap with powerful and effective branding strategies backed by case studies and examples. Author Paul Temporal covers branding architecture, brand vision, market research, brand perception, brand engagement, brand communication, managing brand change, and much more. Additionally, he covers the future of public sector branding and how organisations 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"--
  • "This book 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"--
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
DLC
Dewey number
352.7/48
Index
index present
LC call number
JF1525.M37
Literary form
non fiction
Nature of contents
dictionaries
Label
Branding for the public sector : how to develop successful brands in the sector where image is power, Dr. Paul Temporal
Publication
Note
Includes index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
  • Brand architecture and intra-brand competitionBrand 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 gapsDeveloping 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 superiorityEvaluate 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?
  • Public service and civil service brandsMinistry 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) andCountry-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
Control code
ocn886382493
Extent
1 online resource
Form of item
online
Isbn
9781118756270
Lccn
2014031875
Media category
computer
Media MARC source
rdamedia
Media type code
c
http://library.link/vocab/ext/overdrive/overdriveId
f7796658-59d4-4a57-a4fd-76fac38d0ea7
http://library.link/vocab/recordID
.b31864120
Specific material designation
remote
System control number
  • (OCoLC)886382493
  • pebco1118756258

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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