Public Branding And Marketing

Public Branding And Marketing Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Public Branding And Marketing book. This book definitely worth reading, it is an incredibly well-written.

Public Branding and Marketing

Staci M. Zavattaro
Public Branding and Marketing Book PDF

Author : Staci M. Zavattaro
Publisher : Springer Nature
Page : 286 pages
File Size : 42,9 Mb
Release : 2021-07-21
Category : Law
ISBN : 9783030705053

Get Book

Public Branding and Marketing by Staci M. Zavattaro Pdf

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

Staci M. Zavattaro
Public Branding and Marketing Book PDF

Author : Staci M. Zavattaro
Publisher : Unknown
Page : 0 pages
File Size : 51,6 Mb
Release : 2021
Category : Electronic
ISBN : 3030705064

Get Book

Public Branding and Marketing by Staci M. Zavattaro Pdf

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

Paul Temporal
Branding for the Public Sector Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 43,5 Mb
Release : 2015-01-12
Category : Business & Economics
ISBN : 9781118756317

Get Book

Branding for the Public Sector by Paul Temporal Pdf

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

Vincent Mabillard,Martial Pasquier,Renaud Vuignier
Place Branding and Marketing from a Policy Perspective Book PDF

Author : Vincent Mabillard,Martial Pasquier,Renaud Vuignier
Publisher : Taylor & Francis
Page : 335 pages
File Size : 44,5 Mb
Release : 2023-12-21
Category : Business & Economics
ISBN : 9781003825890

Get Book

Place Branding and Marketing from a Policy Perspective by Vincent Mabillard,Martial Pasquier,Renaud Vuignier Pdf

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

W Douglas Evans,Gerard Hastings
Public Health Branding Book PDF

Author : W Douglas Evans,Gerard Hastings
Publisher : OUP Oxford
Page : 320 pages
File Size : 50,7 Mb
Release : 2008-09-11
Category : Medical
ISBN : 9780191553226

Get Book

Public Health Branding by W Douglas Evans,Gerard Hastings Pdf

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

Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Public Sector Marketing Communications Volume I Book PDF

Author : Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Publisher : Springer Nature
Page : 258 pages
File Size : 50,6 Mb
Release : 2022-10-03
Category : Business & Economics
ISBN : 9783031072932

Get Book

Public Sector Marketing Communications Volume I by Ogechi Adeola,Paul Katuse,Kojo Kakra Twum Pdf

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

Jasper Eshuis,E.H. Klijn
Branding in Governance and Public Management Book PDF

Author : Jasper Eshuis,E.H. Klijn
Publisher : Routledge
Page : 218 pages
File Size : 50,6 Mb
Release : 2012-01-30
Category : Business & Economics
ISBN : 9781136504945

Get Book

Branding in Governance and Public Management by Jasper Eshuis,E.H. Klijn Pdf

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.

Imaginative Communities

Robert Govers
Imaginative Communities Book PDF

Author : Robert Govers
Publisher : Reputo Press
Page : 180 pages
File Size : 46,8 Mb
Release : 2018-09-10
Category : Social Science
ISBN : 9789082826517

Get Book

Imaginative Communities by Robert Govers Pdf

Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic, and New Zealand untouched. This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereotypes. It can be frustrating and hindering trade, diplomacy, investment, tourism, or talent attraction. Many believe that such image problems can be resolved with advertising campaigns, but the classic tourism promotion model is broken and insufficient. This book explains what works and what doesn’t when it comes to improving the reputation of cities, regions, and countries. It does so without the use of jargon and with reference to numerous case-studies. The book primarily aims to inspire readers and offer them a broad overview of an issue in modern society that is of interest and relevance to all of us: the reputation of our communities.

Public Relations, Branding and Authenticity

Sian Rees
Public Relations Branding and Authenticity Book PDF

Author : Sian Rees
Publisher : Routledge
Page : 262 pages
File Size : 42,7 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 9780429663406

Get Book

Public Relations, Branding and Authenticity by Sian Rees Pdf

Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge of developing authentic brand narratives in the digital age, whilst questioning the problematic nature of authenticity itself. Case studies of public relations activity of successful brands, and those in crisis, are supplemented by interviews with senior public relations and branding practitioners. The book lays out three specific arguments. Firstly, a repositioning of the relationship between public relations and brand practice is explored. It is argued that public relations practitioners are well placed to facilitate brands in the digital age, because of the inherent acceptance of the value of relationship building, adaptation and boundary spanning embedded in PR practice and best practice theory. Secondly, the book introduces a new concept of riparian brands. Such brands are based on solid core values, but have an ability to atune, adjust and naturalise to the prevailing social, cultural and economic environment. Thirdly, the book presents an ontology of the riparian brand in the form of an authentic brand wheel and 15 real-time interaction success factors. Aimed at both academics and practitioners interested in the theoretical development of PR and its emerging relationship with branding, it will also be of interest to scholars of corporate communications, corporate reputation and branding.

City Branding

K. Dinnie
City Branding Book PDF

Author : K. Dinnie
Publisher : Springer
Page : 361 pages
File Size : 43,7 Mb
Release : 2010-12-03
Category : Business & Economics
ISBN : 9780230294790

Get Book

City Branding by K. Dinnie Pdf

The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. The author captures this emerging phenomenon in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases.

Place Branding and Public Management

Vincent Mabillard,Martial Pasquier,Renaud Vuignier
Place Branding and Public Management Book PDF

Author : Vincent Mabillard,Martial Pasquier,Renaud Vuignier
Publisher : Unknown
Page : 0 pages
File Size : 51,8 Mb
Release : 2023-12
Category : Branding (Marketing)
ISBN : 1003286186

Get Book

Place Branding and Public Management by Vincent Mabillard,Martial Pasquier,Renaud Vuignier Pdf

"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"--

Handbook on Place Branding and Marketing

Adriana Campelo
Handbook on Place Branding and Marketing Book PDF

Author : Adriana Campelo
Publisher : Edward Elgar Publishing
Page : 272 pages
File Size : 49,9 Mb
Release : 2017-06-30
Category : Business & Economics
ISBN : 9781784718602

Get Book

Handbook on Place Branding and Marketing by Adriana Campelo Pdf

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.

Marketing in the Public Sector

Nancy R. Lee,Philip T. Kotler
Marketing in the Public Sector Book PDF

Author : Nancy R. Lee,Philip T. Kotler
Publisher : Pearson Education
Page : 465 pages
File Size : 40,6 Mb
Release : 2006-10-16
Category : Business & Economics
ISBN : 9780132716222

Get Book

Marketing in the Public Sector by Nancy R. Lee,Philip T. Kotler Pdf

Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.

Promotional Cultures

Aeron Davis
Promotional Cultures Book PDF

Author : Aeron Davis
Publisher : Polity
Page : 262 pages
File Size : 43,7 Mb
Release : 2013-07-10
Category : Language Arts & Disciplines
ISBN : 9780745639833

Get Book

Promotional Cultures by Aeron Davis Pdf

The Rise and Spread of Advertising, Public Relations, Marketing and Branding.

Contemporary Perspectives on Corporate Marketing

John M.T. Balmer,Laura Illia,Almudena González del Valle Brena
Contemporary Perspectives on Corporate Marketing Book PDF

Author : John M.T. Balmer,Laura Illia,Almudena González del Valle Brena
Publisher : Routledge
Page : 177 pages
File Size : 48,7 Mb
Release : 2013-07-24
Category : Business & Economics
ISBN : 9781135100612

Get Book

Contemporary Perspectives on Corporate Marketing by John M.T. Balmer,Laura Illia,Almudena González del Valle Brena Pdf

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.