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

Part TwoImplementing and Managing Public Sector Brands

Part One of the book dealt with the background of why brands are important to the public sector and how strong brands are built by looking at visions, personality, values, and positioning techniques; in other words, strategy. This section is concerned with the implementation and management of brand strategy. All implementation of brand strategy falls under the heading of brand management, but there are different aspects involved in the management of brands as can be seen in the following diagram.

As most experienced brand managers know, the implementation and management of strategy is no easy task as there are many variables that can influence the final brand image and whether it matches the desired brand identity. Some of these variables may be under the control of brand managers but some may not, and this is what makes the role of a brand manager so very difficult.

This section will explore the many variables that impact on brands to be developed and managed in the public sector, and will consist of four chapters. The first chapter (Chapter 6) will focus on the broad issues involved in managing brands including brand management structure, while the second and third (Chapters 7 and 8) will home in on brand communications and brand engagement.

After these, the section will end with Chapter 9 that deals with how to measure brand success, and looks in detail at brand valuation methodology. One of the recent steps forward ...