Branding for the public sector : creating, building and managing brands people will value /

• Main Author: Temporal, Paul (Author)
• Format: eBook
• Language: English
• Published: Chichester, West Sussex : Wiley, 2015.
• Subjects: Government marketing.; Government publicity.; Public relations and politics.; Branding (Marketing); Electronic books.

"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...

Table of Contents:

• The public sector and branding
• Public sector brand categories
• The nation brand effect and brand architecture
• Building a power public sector brand : visions, values, emotions and personalities
• Brand positioning
• Public sector brand management
• Brand communications strategy
• Brand engagement
• Tracking brand success
• The future of public sector branding.