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

Book Description

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

  • Table of Contents

    1. Preface
    2. Part One: The Importance of Branding and Building Brand Strategy
      1. Chapter 1: The Public Sector and Branding
        1. Brands and branding
        2. The power and rewards of branding for the public sector
        3. The book in more detail
        4. Notes
      2. Chapter 2: Public Sector Brand Categories
        1. Main categories of public sector brands
        2. Summary
        3. Notes
      3. Chapter 3: The Nation Brand Effect and Brand Architecture
        1. The Nation Brand Effect (NBE) and Country-of-Origin (COO)
        2. The Nation Brand Effect and government direct support for businesses
        3. The link between the Nation Brand Effect and public sector brand architecture
        4. Summary
        5. Notes
      4. Chapter 4: Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities
        1. The role of market research
        2. The rational and emotional sides of brand strategy
        3. Creating a brand vision
        4. Brand identity, brand image and perception gaps
        5. Developing brand values and personality
        6. Summary
        7. Notes
      5. Chapter 5: Brand Positioning
        1. What is brand positioning?
        2. Multi-positioning and market segmentation
        3. Repositioning
        4. Writing a positioning statement
        5. Repositioning – the new paradigm
        6. Should positioning be revolutionary or evolutionary?
        7. Positioning for equality
        8. Positioning for superiority
        9. Evaluate brand positioning regularly
        10. Summary
        11. Notes
    3. Part Two: Implementing and Managing Public Sector Brands
      1. Chapter 6: Public Sector Brand Management
        1. What is brand management?
        2. The Brand Management Wheel
        3. Brand guardianship and structure
        4. Brand management structure
        5. Brand management, policies, and tough decisions
        6. Brand management and the need for consistency
        7. Summary
        8. Notes
      2. Chapter 7: Brand Communications Strategy
        1. What is a brand communications strategy?
        2. The need for consistency
        3. The use of evolutionary brand communications campaigns
        4. Avoiding revolutionary campaign management
        5. The need for an online communications strategy
        6. Direct sales and promotion in public sector brand communications
        7. Global brand vectors – sport and product placement
        8. Summary
        9. Notes
      3. Chapter 8: Brand Engagement
        1. Brand engagement, corporate image, and culture
        2. Engaging employees
        3. Engaging partners and other stakeholders
        4. The use of quality marks and other public sector endorsements
        5. Summary
        6. Notes
      4. Chapter 9: Tracking Brand Success
        1. Measuring brand value
        2. Benefits summary of nation branding to governments and steps for implementation
        3. Summary
        4. Summary of Part Two
        5. Notes
      5. Chapter 10: The Future of Public Sector Branding
        1. National brands and emerging markets
        2. Branding the public service
        3. Corporate social responsibility and global partnerships
        4. Social innovation, collective impact and creating shared value
        5. Summary
        6. Notes
    4. Author Biography
    5. Acknowledgements
    6. Index
    7. End User License Agreement