Public Branding And Marketing
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Public Branding And Marketing
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Author : Staci M. Zavattaro
language : en
Publisher: Springer Nature
Release Date : 2021-07-21
Public Branding And Marketing written by Staci M. Zavattaro and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-21 with Law categories.
This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Public Branding And Marketing
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Author : Staci M. Zavattaro
language : en
Publisher:
Release Date : 2021
Public Branding And Marketing written by Staci M. Zavattaro and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.
This edited volume discusses public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into three sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Branding For The Public Sector
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Author : Paul Temporal
language : en
Publisher: John Wiley & Sons
Release Date : 2015-01-12
Branding For The Public Sector written by Paul Temporal and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-12 with Business & Economics categories.
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
Place Branding And Marketing From A Policy Perspective
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Author : Vincent Mabillard
language : en
Publisher: Taylor & Francis
Release Date : 2023-12-21
Place Branding And Marketing From A Policy Perspective written by Vincent Mabillard and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-21 with Business & Economics categories.
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics.
Public Health Branding
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Author : W Douglas Evans
language : en
Publisher: OUP Oxford
Release Date : 2008-09-11
Public Health Branding written by W Douglas Evans and has been published by OUP Oxford this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-11 with Medical categories.
Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding - building positive associations with healthy behaviours and lifestyle choices - is the primary strategy by which commercial marketing is applied in health communication and social marketing. This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours - from tobacco control to HIV/AIDS - and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.
Public Sector Marketing Communications Volume I
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Author : Ogechi Adeola
language : en
Publisher: Springer Nature
Release Date : 2022-10-03
Public Sector Marketing Communications Volume I written by Ogechi Adeola and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-03 with Business & Economics categories.
African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.
Branding In Governance And Public Management
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Author : Jasper Eshuis
language : en
Publisher: Routledge
Release Date : 2012-01-30
Branding In Governance And Public Management written by Jasper Eshuis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-30 with Business & Economics categories.
Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.
Handbook On Place Branding And Marketing
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Author : Adriana Campelo
language : en
Publisher: Edward Elgar Publishing
Release Date : 2017-06-30
Handbook On Place Branding And Marketing written by Adriana Campelo and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-30 with Business & Economics categories.
Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
Place Branding And Public Management
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Author : Vincent Mabillard
language : en
Publisher:
Release Date : 2023-12
Place Branding And Public Management written by Vincent Mabillard and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12 with Branding (Marketing) categories.
"As part of an emerging literature on place branding, this book fills the important gap between consultant-led practice-oriented literature - which lacks in-depth and critical analysis - and technical academic literature - which tends to miss down-to-earth practitioners concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place branding practices in a solid analytical framework. It presents place brand practices through the lenses of public sector marketing, strategic management, governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management and urban studies, as well as public management, administration and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants and people working in public administration and politics"--
Contemporary Perspectives On Corporate Marketing
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Author : John M.T. Balmer
language : en
Publisher: Routledge
Release Date : 2013-07-24
Contemporary Perspectives On Corporate Marketing written by John M.T. Balmer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-24 with Business & Economics categories.
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.