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

Part OneThe Importance of Branding and Building Brand Strategy

Part One of this book deals with the background of why brands are important to the public sector and how strong brands are built. The first chapter gives an overview of what is meant by public sector branding, the reasons why nations and public sector organizations need to build brands, and what the resulting benefits are.

There are many forms of public sector brands and these are explored, ranging from nations and their industries, to the public service and non-profit organizations. One of the interesting features highlighted in Part One is the interaction of the public with the private sector and the effect this can have, positive or negative, on the overall nation brand. Nations and corporations can, if leveraging on each other’s strengths, create a very positive Nation Brand Effect that benefits all, especially with respect to the country-of-origin concept.

Brand architecture, that is, how brands are linked together, is also explained. Although this is a private sector technique, it applies very much to the public sector too, with a strong brand architecture minimizing intra-brand competition and encouraging inclusiveness of all stakeholders in the brand-building process.

The remaining chapters in Part One focus on the techniques of building a powerful brand strategy. Prior to the creation of any strategy it is extremely important to know what the current and future desired situations for the brand are, and ...