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Branding for the Public Sector: Creating, Building and Managing Brands People Will Value

Branding for the Public Sector: Creating, Building and Managing Brands People Will Value

Paul Temporal

ISBN: 978-1-119-17682-4 July 2015 288 Pages


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

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