Branding for the Public Sector

Drawing on the authors considerable experience of consulting and training in this sector, the book will cover the following areas: Chapter 1:  Introduction: Definitions and discussion of what constitutes Public Sector Branding; the changing face of public sector management; the recognition of image power; why the public sector will be the next huge growth area in branding. Chapter 2: Public Sector Brand Architecture: The nature and type of public sector brands and how they fit together, with examples and diagrams. Chapter 3: Branding, Change and Development: How Public Sector brands can make an impact on a countrys global competitiveness and economic wealth Chapter 4: Strategies and Steps to Build a Powerful Public Sector Brand Market research - macro and micro analysis Creating a brand vision Diagnosing the DNA - culture, values and beliefs Diagnosing perception gaps between brand identity and brand image Developing a brand personality; the economics of emotion - creating the irresistibility factor and added value Competitive positioning and comparative analysis; differentiation strategies; Brand positioning techniques for multi-stakeholder audiences. Brand engagement; securing  inclusiveness; getting buy-in and commitment; aligning people and organisations in the public and private sector Strategic brand communications - developing a brand communications strategy and key messages; the need for consistency and relevancy; creating brand stories. Chapter 5: Managing Public Sector Brands Delivering on promises; competencies, performance, standards and competitiveness Managing brand change, identity, reputation and image transformation Managing the political dimension Measuring brand value Chapter 6: Future Influences on Public Sector Brand Development The developed versus the developing world, including impact investing Geo-political change Global financial issues Speed, agility and innovation Global events and other brand vectors - The 2012 Olympic & Paralympic Games case study The impact of the digital world and social media. Chapter 7: Summary: How public sector brands will be the key to 21st Century economic growth and prosperity.