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

Preface

This book is concerned with how the techniques of branding used so well by the world’s foremost private sector companies, can and are, increasingly used by those organizations and institutions in the public sector. Public sector means nations, governments, ministries and government departments, civil services, destinations, cities, institutions, non-profit organizations, government-linked corporations and others. Branding refers to the range of strategies and techniques that create powerful identities, images, and economic wealth.

The importance of branding to the public sector is immense. Faced with the breakdown of markets and increased globalization, coupled with difficulties in securing talent, investment, government support and a competitive edge, the only path to differentiation for any public sector entity is the creation of “soft power” by creating a powerful brand strategy.

The book uses case studies and examples from governments, statutory boards, public sector ministries and departments, and other public institutions across a variety of categories and segments, and it focuses on what is happening in practice. You will find that the book covers the huge scope of the subject, from vision to valuation, and the many ways in which public sector branding can be developed and implemented with illustrations from case studies.

Although its primary purpose is not to be seen as an academic book, business faculty and students will find the techniques and cases described ...