A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Authors: Leijerholt, U., Chapleo, C. and O’Sullivan, H.
Journal: Journal of Brand Management
Volume: 26
Issue: 3
Pages: 277-290
eISSN: 1479-1803
ISSN: 1350-231X
DOI: 10.1057/s41262-018-0128-y
Abstract:Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment.
https://eprints.bournemouth.ac.uk/30853/
Source: Scopus
A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Authors: Leijerholt, U., Chapleo, C. and O'Sullivan, H.
Journal: JOURNAL OF BRAND MANAGEMENT
Volume: 26
Issue: 3
Pages: 277-290
eISSN: 1479-1803
ISSN: 1350-231X
DOI: 10.1057/s41262-018-0128-y
https://eprints.bournemouth.ac.uk/30853/
Source: Web of Science (Lite)
A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Authors: O'Sullivan, H., Chapleo, C. and Leijerholt, U.
Journal: Journal of Brand Management
Publisher: Springer Nature
ISSN: 1350-231X
https://eprints.bournemouth.ac.uk/30853/
Source: Manual
A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Authors: Leijerholt, U., Chapleo, C. and O'Sullivan, H.
Journal: Journal of Brand Management
Volume: 26
Issue: 3
Pages: 277-290
ISSN: 1350-231X
Abstract:Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment.
https://eprints.bournemouth.ac.uk/30853/
Source: BURO EPrints