{"product_id":"branding-for-the-public-sector-isbn-9781118756317","title":"Branding for the Public Sector","description":"\u003cb\u003eHow to apply for-profit marketing strategies to non-profit organizations\u003c\/b\u003e \u003cp\u003eBranding 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePresents strategies and actions for building a powerful, memorable public sector brand\u003c\/li\u003e \u003cli\u003eExplains why the public sector will be the next huge growth sector in branding\u003c\/li\u003e \u003cli\u003eExplores the competencies needed to successfully manage a public sector brand\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: The Importance of Branding and Building Brand Strategy 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The Public Sector and Branding 5\u003c\/p\u003e \u003cp\u003e2 Public Sector Brand Categories 19\u003c\/p\u003e \u003cp\u003e3 The Nation Brand Effect and Brand Architecture 47\u003c\/p\u003e \u003cp\u003e4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities 67\u003c\/p\u003e \u003cp\u003e5 Brand Positioning 99\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: Implementing and Managing Public Sector Brands 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 Public Sector Brand Management 145\u003c\/p\u003e \u003cp\u003e7 Brand Communications Strategy 173\u003c\/p\u003e \u003cp\u003e8 Brand Engagement 203\u003c\/p\u003e \u003cp\u003e9 Tracking Brand Success 221\u003c\/p\u003e \u003cp\u003e10 The Future of Public Sector Branding 243\u003c\/p\u003e \u003cp\u003eAuthor biography 267\u003c\/p\u003e \u003cp\u003eAcknowledgements 269\u003c\/p\u003e \u003cp\u003eIndex 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDR PAUL TEMPORAL\u003c\/b\u003e is a leading global expert on brand strategy and management. He has over 25 years of experience in brand consulting and training and is a much sought-after speaker. He has consulted for many governments and top corporations across the world, and is well known for his practical and results-oriented approach. He is an Associate Fellow at both Saïd Business School and Green Templeton College in the University of Oxford, and a Visiting Professor in Marketing at Shanghai Jiao Tong University, China.\u003cbr\u003eHe has been a regular contributor at major international conferences and round-table events, such as those organized by The Economist Group, Business Week and World Islamic Economic Forum. Paul has also published widely in many journals and media and has featured in mainstream global media such as \u003ci\u003eThe New York Times, The Wall Street Journal,\u003c\/i\u003e the \u003ci\u003eSunday Times of India,\u003c\/i\u003e and CNBC. He has written numerous bestselling books, including \u003ci\u003eBranding in Asia, Romancing the Customer, Asia's Star Brands, Advanced Brand Management (second edition), and Islamic Branding and Marketing\u003c\/i\u003e. His main interests lie in the fields of national and corporate branding.\u003c\/p\u003e  \u003cp\u003e\"Defining our brand strategy was an essential prerequisite in promoting the UK as an innovative country. Setting out a clear proposition helped us to ensure that our activities were targeted at the right audiences in the right way. Paul Temporal helped greatly in this process which has resulted in tremendous gains in terms of stronger business relationships and international collaborations.\"\u003cbr\u003e \u003cb\u003e—UK Foreign and Commonwealth Office\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The public sector and branding are sometimes uneasy bedfellows, but when they work together at their best they create a win-win for citizens, investors and visitors. Dr Paul Temporal's book will become a classic exposition of the opportunity.\"\u003cbr\u003e \u003cb\u003e—Miles Young,\u003c\/b\u003e Worldwide Chairman and CEO of Ogilvy \u0026amp; Mather\u003c\/p\u003e  \u003cp\u003e\u003cb\u003ePOWERFUL BRAND STRATEGIES FOR THE PUBLIC SECTOR\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eCovering branding architecture, brand vision, market research, brand perception, engagement, communication, and more, \u003ci\u003eBranding for the Public Sector\u003c\/i\u003e presents effective strategies and actions for building and maintaining a memorable and sustainable public sector brand.\u003c\/p\u003e \u003cp\u003eThis 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–\u003ci\u003eif\u003c\/i\u003e they can develop the competencies needed to perfect their brand identity and image \u003ci\u003eBranding for the Public Sector\u003c\/i\u003e will help you position your organization to be part of this growth and ensure the development of a successful and engaging brand.\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—Philip Kotler,\u003c\/b\u003e co-author, \u003ci\u003eMarketing in the Public Sector\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854685925,"sku":"NP9781118756317","price":40.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118756317.jpg?v=1761781789","url":"https:\/\/k12savings.com\/products\/branding-for-the-public-sector-isbn-9781118756317","provider":"K12savings","version":"1.0","type":"link"}