Branding for the Public Sector: Creating, Building and Managing Brands People Will Value

POWERFUL BRAND STRATEGIES FOR THE PUBLIC SECTOR The 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. Covering branding architecture, brand vision, market research, brand perception, engagement, communication, and more, Branding for the Public Sector presents effective strategies and actions for building and maintaining a memorable and sustainable public sector brand. This 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– if they can develop the competencies needed to perfect their brand identity and image Branding for the Public Sector will help you position your organization to be part of this growth and ensure the development of a successful and engaging brand. "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." —Philip Kotler, co-author, Marketing in the Public Sector

Foreword Part One: The Importance of Branding and Building Brand Strategy 1 The Public Sector and Branding 2 Public Sector Brand Categories 3 The Nation Brand Effect and Brand Architecture 4 Building a Powerful Public Sector Brand: Visions, Values, Emotions and Personalities 5 Brand Positioning Part Two: Implementing and Managing Public Sector Brands 6 Public Sector Brand Management 7 Brand Communications Strategy 8 Brand Engagement 9 Tracking Brand Success 10 The Future of Public Sector Branding About the Author Acknowledgements Index

DR PAUL TEMPORAL 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. He 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 The New York Times, The Wall Street Journal, the Sunday Times of India, and CNBC. He has written numerous bestselling books, including Branding in Asia, Romancing the Customer, Asia's Star Brands, Advanced Brand Management (second edition), and Islamic Branding and Marketing . His main interests lie in the fields of national and corporate branding.