Synopses & Reviews
Drawing on the author’s considerable experience of consulting and training in this sector, the book will cover the following areas:
Chapter 1: Introduction: Definitions and discussion of what constitutes Public Sector Branding; the changing face of public sector management; the recognition of image power; why the public sector will be the next huge growth area in branding.
Chapter 2: Public Sector Brand Architecture: The nature and type of public sector brands and how they fit together, with examples and diagrams.
Chapter 3: Branding, Change and Development: How Public Sector brands can make an impact on a country’s global competitiveness and economic wealth
Chapter 4: Strategies and Steps to Build a Powerful Public Sector Brand
- Market research – macro and micro analysis
- Creating a brand vision
- Diagnosing the DNA – culture, values and beliefs
- Diagnosing perception gaps between brand identity and brand image
- Developing a brand personality; the economics of emotion – creating the ‘irresistibility’ factor and added value
- Competitive positioning and comparative analysis; differentiation strategies; Brand positioning techniques for multi-stakeholder audiences.
- Brand engagement; securing inclusiveness; getting ‘buy-in’ and commitment; aligning people and organisations in the public and private sector
- Strategic brand communications – developing a brand communications strategy and key messages; the need for consistency and relevancy; creating brand stories.
Chapter 5: Managing Public Sector Brands
- Delivering on promises; competencies, performance, standards and competitiveness
- Managing brand change, identity, reputation and image transformation
- Managing the political dimension
- Measuring brand value
Chapter 6: Future Influences on Public Sector Brand Development
- The developed versus the developing world, including impact investing
- Geo-political change
- Global financial issues
- Speed, agility and innovation
- Global events and other brand vectors – The 2012 Olympic & Paralympic Games case study
- The impact of the digital world and social media.
Chapter 7: Summary: How public sector brands will be the key to 21st Century economic growth and prosperity.
Synopsis
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.
Synopsis
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
Foreword
Part One: The Importance of Branding and Building Brand Strategy1 The Public Sector and Branding
2 Public Sector Brand Categories
3 The Nation Brand Effect and Brand Architecture
4 Building a Powerful Public Sector Brand: Visions, Values, Emotions and Personalities
5 Brand Positioning
Part Two: Implementing and Managing Public Sector Brands6 Public Sector Brand Management
7 Brand Communications Strategy
8 Brand Engagement
9 Tracking Brand Success
10 The Future of Public Sector Branding
About the Author
Acknowledgements
Index