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Branding for the public sector : how to develop successful brands in the sector where image is power /
"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-secto...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex :
Wiley,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- BRANDING FOR THE PUBLIC SECTOR; Contents; Preface; Part One: The Importance of Branding and Building Brand Strategy; Chapter 1 The Public Sector and Branding; Why the public sector needs branding; Brands and branding; What is a brand and what is branding?; The power and rewards of branding for the public sector; The book in more detail; Chapter 2 Public Sector Brand Categories; Main categories of public sector brands; Multi-national or multi-country brands; Nation or country brands; Can countries carry out branding?; More than tourism is required; Industry or sector brands.
- Public service and civil service brandsMinistry and government department brands; Government-linked corporations (GLCs); Places, destinations and cities; Non-government and non-profit organizations; Personalities and leaders; summary; Chapter 3 The Nation Brand Effect and Brand Architecture; The Nation Brand Effect (NBE) andCountry-of-Origin (COO); The link between private and public sector brands; The impact of government policies; The Nation Brand Effect and government direct support for businesses; The link between the Nation Brand Effect and public sector brand architecture.
- Brand architecture and intra-brand competitionBrand architecture in non-government organizations; Summary; Chapter 4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities; The three main steps in building a powerful brand strategy; The role of market research; Market research and brand perceptions; Brand audits; Other market and competitor information; Don't forget the competitors; The rational and emotional sides of brand strategy; Characteristics of power brands
- emotional capital; The emotional brand relationship process; Creating a brand vision.
- Brand identity, brand image and perception gapsDeveloping brand values and personality; Summary; Chapter 5 Brand Positioning; What is brand positioning?; Brand positioning considerations; The need for focus; Real advantages not euphoric slogans; Multi-positioning and market segmentation; Segmentation for political parties
- voter psychographics; Repositioning; Repositioning and change; Writing a positioning statement; How to write a positioning statement; Repositioning
- the new paradigm; Should positioning be revolutionary or evolutionary?; Positioning for equality.
- Positioning for superiorityEvaluate brand positioning regularly; Summary; Part Two Implementing and Managing Public Sector Brands; Chapter 6 Public Sector Brand Management; What is brand management?; The Brand Management Wheel; Managing brand touchpoints; Brand guardianship and structure; Inclusiveness; Intra-brand competition and inclusiveness; Brand management structure; BMC roles; BWC roles; Brand management, policies, and tough decisions; Brand management and the need for consistency; Summary; Chapter 7 Brand Communications Strategy; What is a brand communications strategy?