POWERFUL BRAND STRATEGIES FOR THE PUBLIC SECTOR
The importance of branding in the public sector is immense. Faced with the breakdown of markets, increased globalization, coupled with challenges in securing talent, trade, investment, tourism, government support and a competitive edge, the only path to differentiation for any public sector organization is through having a powerful brand strategy.
Covering branding architecture, brand vision, market research, brand perception, engagement, communication, and more, Branding for the Public Sector presents effective strategies and actions for building and maintaining a memorable and sustainable public sector brand.
This clear and concise guide will help you get to grips with the trends in public sector branding and build a future that all stakeholders will buy into. Leaders in the public sector will be key drivers of economic growth in coming decades if they can develop the competencies needed to perfect their brand identity and image Branding for the Public Sector will help you position your organization to be part of this growth and ensure the development of a successful and engaging brand.
"I have been waiting for an expert to write a branding book for the public sector. Paul Temporal has delivered and his book tells public sector agencies how to better communicate who they are and what they stand for."
Philip Kotler, co–author, Marketing in the Public Sector
Part One: The Importance of Branding and Building Brand Strategy 1
1 The Public Sector and Branding 5
2 Public Sector Brand Categories 19
3 The Nation Brand Effect and Brand Architecture 47
4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities 67
5 Brand Positioning 99
Part Two: Implementing and Managing Public Sector Brands 141
6 Public Sector Brand Management 145
7 Brand Communications Strategy 173
8 Brand Engagement 203
9 Tracking Brand Success 221
10 The Future of Public Sector Branding 243
Author biography 267