Description
Book SynopsisHow 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.
Table of ContentsPreface 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
