BRANDING FOR THE PUBLIC SECTOR -- Contents -- Preface -- Part One: The Importance of Branding and Building Brand Strategy -- Chapter 1 The Public Sector and Branding -- Why the public sector needs branding -- Brands and branding -- What is a brand and what is branding? -- The power and rewards of branding for the public sector -- The book in more detail -- Chapter 2 Public Sector Brand Categories -- Main categories of public sector brands -- Multi-national or multi-country brands -- Nation or country brands -- Can countries carry out branding? -- More than tourism is required -- Industry or sector brands -- Public service and civil service brands -- Ministry and government department brands -- Government‐linked corporations (GLCs) -- Places, destinations and cities -- Non‐government and non‐profit organizations -- Personalities and leaders -- summary -- Chapter 3 The Nation Brand Effect and Brand Architecture -- The Nation Brand Effect (NBE) and Country‐of‐Origin (COO) -- The link between private and public sector brands -- The impact of government policies -- The Nation Brand Effect and government direct support for businesses -- The link between the Nation Brand Effect and public sector brand architecture -- Brand architecture and intra‐brand competition -- Brand architecture in non‐government organizations -- Summary -- Chapter 4 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities -- The three main steps in building a powerful brand strategy -- The role of market research -- Market research and brand perceptions -- Brand audits -- Other market and competitor information -- Don't forget the competitors -- The rational and emotional sides of brand strategy -- Characteristics of power brands - emotional capital -- The emotional brand relationship process -- Creating a brand vision.

Brand identity, brand image and perception gaps -- Developing brand values and personality -- Summary -- Chapter 5 Brand Positioning -- What is brand positioning? -- Brand positioning considerations -- The need for focus -- Real advantages not euphoric slogans -- Multi‐positioning and market segmentation -- Segmentation for political parties - voter psychographics -- Repositioning -- Repositioning and change -- Writing a positioning statement -- How to write a positioning statement -- Repositioning - the new paradigm -- Should positioning be revolutionary or evolutionary? -- Positioning for equality -- Positioning for superiority -- Evaluate brand positioning regularly -- Summary -- Part Two Implementing and Managing Public Sector Brands -- Chapter 6 Public Sector Brand Management -- What is brand management? -- The Brand Management Wheel -- Managing brand touchpoints -- Brand guardianship and structure -- Inclusiveness -- Intra‐brand competition and inclusiveness -- Brand management structure -- BMC roles -- BWC roles -- Brand management, policies, and tough decisions -- Brand management and the need for consistency -- Summary -- Chapter 7 Brand Communications Strategy -- What is a brand communications strategy? -- Communications objectives -- The need for consistency -- The use of evolutionary brand communications campaigns -- Avoiding revolutionary campaign management -- The need for an online communications strategy -- Non‐profits -- Direct sales and promotion in public sector brand communications -- Global brand vectors - sport and product placement -- Summary -- Chapter 8 Brand Engagement -- Brand engagement, corporate image, and culture -- Engaging employees -- Develop brand action plans for all business units and functions -- Engaging partners and other stakeholders -- The use of quality marks and other public sector endorsements -- Summary.

Chapter 9 Tracking Brand Success -- Measuring brand value -- Explanation of the Methodology -- Benefits summary of nation branding to governments and steps for implementation -- Summary -- Summary of Part Two -- Chapter 10 The Future of Public Sector Branding -- National brands and emerging markets -- Strategic industries, destinations and cities -- Building the Nation Brand Effect -- Branding the public service -- Corporate social responsibility and global partnerships -- Social innovation, collective impact and creating shared value -- Social entrepreneurship and creating shared value (CSV) -- Summary -- Author biography -- Acknowledgements -- Index -- EULA.