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

著者

書誌事項

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

Paul Temporal

Wiley, 2015

  • : hardback

大学図書館所蔵 件 / 全2件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

内容説明

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

目次

Preface vii 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 Acknowledgements 269 Index 271

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