Branding for the Public Sector E-Book

Paul Temporal

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 348

Veröffentlichungsjahr: 2014

Beschreibung

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

Leseprobe

BRANDING FOR THE PUBLIC SECTOR

CREATING, BUILDING AND MANAGING BRANDS PEOPLE WILL VALUE

PAUL TEMPORAL

This edition first published 2015 © 2015 John Wiley and Sons Ltd

Registered officeJohn Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademark or registered trademarks of their respective owners. The publisher and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Temporal, Paul. Branding for the public sector : how to develop successful brands in the sector where image is power / Dr. Paul Temporal. pages cm Includes index. ISBN 978-1-118-75631-7 (hardback) 1. Government marketing. 2. Government publicity. 3. Public relations and politics. 4. Branding (Marketing) I. Title. JF1525.M37T46 2014 352.7′48—dc23

2014022331

A catalogue record for this book is available from the British Library.

ISBN 978-1-118-75631-7 (hardback), ISBN 978-1-118-75625-6 (ebk) ISBN 978-1-118-75627-0 (ebk)

Cover design by Wiley

CONTENTS

Preface

Part One: The Importance of Branding and Building Brand Strategy

Chapter 1: The Public Sector and Branding

Brands and branding

The power and rewards of branding for the public sector

The book in more detail

Notes

Chapter 2: Public Sector Brand Categories

Main categories of public sector brands

Summary

Notes

Chapter 3: The Nation Brand Effect and Brand Architecture

The Nation Brand Effect (NBE) and Country-of-Origin (COO)

The Nation Brand Effect and government direct support for businesses

The link between the Nation Brand Effect and public sector brand architecture

Summary

Notes

Chapter 4: Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities

The role of market research

The rational and emotional sides of brand strategy

Creating a brand vision

Brand identity, brand image and perception gaps

Developing brand values and personality

Summary

Notes

Chapter 5: Brand Positioning

What is brand positioning?

Multi-positioning and market segmentation

Repositioning

Writing a positioning statement

Repositioning – the new paradigm

Should positioning be revolutionary or evolutionary?

Positioning for equality

Positioning for superiority

Evaluate brand positioning regularly

Summary

Notes

Part Two: Implementing and Managing Public Sector Brands

Chapter 6: Public Sector Brand Management

What is brand management?

The Brand Management Wheel

Brand guardianship and structure

Brand management structure

Brand management, policies, and tough decisions

Brand management and the need for consistency

Summary

Notes

Chapter 7: Brand Communications Strategy

What is a brand communications strategy?

The need for consistency

The use of evolutionary brand communications campaigns

Avoiding revolutionary campaign management

The need for an online communications strategy

Direct sales and promotion in public sector brand communications

Global brand vectors – sport and product placement

Summary

Notes

Chapter 8: Brand Engagement

Brand engagement, corporate image, and culture

Engaging employees

Engaging partners and other stakeholders

The use of quality marks and other public sector endorsements

Summary

Notes

Chapter 9: Tracking Brand Success

Measuring brand value

Benefits summary of nation branding to governments and steps for implementation

Summary

Summary of Part Two

Notes

Chapter 10: The Future of Public Sector Branding

National brands and emerging markets

Branding the public service

Corporate social responsibility and global partnerships

Social innovation, collective impact and creating shared value

Summary

Notes

Author Biography

Acknowledgements

Index

End User License Agreement

List of Tables

Chapter 9

Table 9.1

List of Illustrations

Chapter 2

Figure 2.1 The Importance of the Public Service Brand

Chapter 3

Figure 3.1 Public Sector Brand Architecture.

Chapter 4

Figure 4.1 Three key components of a powerful brand strategy.

Figure 4.2 A typical brand audit.

Figure 4.3 The ‘Emotional Ladder of Brand Success’.

Chapter 5

Figure 5.1 The electorate, by personality type.

Figure 5.2 How the personality types voted in the last general election.

Chapter 6

Figure 6.1 The Brand Management Wheel.

Figure 6.2 Influencing Brand Touchpoints.

Figure 6.3 The relationship between brand management and working committees.

Chapter 7

Figure 7.1 Linking Brand Strategy to Communications Strategy.

Chapter 8

Figure 8.1 Employee Engagement through Brand Training.

Chapter 9

Figure 9.1 The BrandSPACE™ Hearts and Minds Model.

Part 2

Brand Strategy and Implementation

Guide

Cover

Table of Contents

Preface

Pages

vii

viii

1

3

4

5

7

8

9

10

11

12

13

14

15

16

17

18

19

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

47

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

69

70

71

72

73

74

75

76

77

78

79

80

81

82

83

84

85

86

87

88

89

90

91

92

93

94

95

96

97

99

101

102

103

104

105

106

107

108

109

110

111

112

113

115

116

117

118

119

120

121

122

123

124

125

127

128

129

130

131

132

133

134

135

136

137

138

139

140

141

143

144

145

147

148

149

150

151

152

153

154

155

156

157

158

159

160

161

162

163

164

165

166

167

168

169

170

171

172

173

175

176

177

178

179

180

181

182

183

184

185

186

187

188

189

190

191

192

193

194

195

196

197

198

199

200

201

203

205

206

207

208

209

210

211

212

213

214

215

216

217

218

219

221

223

224

225

226

227

228

229

230

231

232

233

239

240

241

242

243

245

246

247

248

249

250

251

252

253

254

255

256

257

258

259

260

261

262

263

264

265

266

267

268

269

271

272

273

274

275

276

277

278

279

Preface

This book is concerned with how the techniques of branding used so well by the world’s foremost private sector companies, can and are, increasingly used by those organizations and institutions in the public sector. Public sector means nations, governments, ministries and government departments, civil services, destinations, cities, institutions, non-profit organizations, government-linked corporations and others. Branding refers to the range of strategies and techniques that create powerful identities, images, and economic wealth.

The importance of branding to the public sector is immense. Faced with the breakdown of markets and increased globalization, coupled with difficulties in securing talent, investment, government support and a competitive edge, the only path to differentiation for any public sector entity is the creation of “soft power” by creating a powerful brand strategy.

The book uses case studies and examples from governments, statutory boards, public sector ministries and departments, and other public institutions across a variety of categories and segments, and it focuses on what is happening in practice. You will find that the book covers the huge scope of the subject, from vision to valuation, and the many ways in which public sector branding can be developed and implemented with illustrations from case studies.

Although its primary purpose is not to be seen as an academic book, business faculty and students will find the techniques and cases described of great value in their studies.

Those who find themselves involved in the management of public sector organizations and branded entities will find it invaluable. If you are in charge of any aspect of public sector development, in particular policy, sector development, corporate affairs, marketing, communications, fundraising, stakeholder relationships, image building or other activities and initiatives then this book is for you.

Part OneThe Importance of Branding and Building Brand Strategy

Part One of this book deals with the background of why brands are important to the public sector and how strong brands are built. The first chapter gives an overview of what is meant by public sector branding, the reasons why nations and public sector organizations need to build brands, and what the resulting benefits are.

There are many forms of public sector brands and these are explored, ranging from nations and their industries, to the public service and non-profit organizations. One of the interesting features highlighted in Part One is the interaction of the public with the private sector and the effect this can have, positive or negative, on the overall nation brand. Nations and corporations can, if leveraging on each other’s strengths, create a very positive Nation Brand Effect that benefits all, especially with respect to the country-of-origin concept.

Brand architecture, that is, how brands are linked together, is also explained. Although this is a private sector technique, it applies very much to the public sector too, with a strong brand architecture minimizing intra-brand competition and encouraging inclusiveness of all stakeholders in the brand-building process.

The remaining chapters in Part One focus on the techniques of building a powerful brand strategy. Prior to the creation of any strategy it is extremely important to know what the current and future desired situations for the brand are, and some consideration is given to the role and nature of market research and brand audits.

The three basic steps involved in building a brand strategy are discussed in depth, namely brand visions, brand values and personality, and brand positioning. Particular attention is given to how brands manage to create an emotional connection with their stakeholders and customers, and build this into the vision and mission; a template is provided for use in writing a brand positioning statement. Given that any brand may well be targeting groups of people who have different needs and wants, an explanation of market segmentation is provided with examples.

Once all the three steps are complete, the process moves on to brand management, communications, engagement and tracking, all of which are aspects of implementing the strategy discussed in Part Two of the book.

Chapter 1The Public Sector and Branding

Public sector brands can be found in every country of the world, whether intentionally created or not. Public sector institutions and organizations all have relationships with individual consumers, businesses, other countries and governments, and so on, and thus they all have images of some kind. Because perceptions held by stakeholders and “customers” are so important in achieving success for the public sector, the need to control, manage and build brand images is of fundamental importance. Failure to undertake branding activity may well lead to negative perceptions and lesser achievement of national objectives.