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.

http://eprints.bournemouth.ac.uk/30853/

Journal: Journal of Brand Management

Publisher: Springer Nature

ISSN: 1350-231X

This data was imported from Scopus:

Authors: Leijerholt, U., Chapleo, C. and O’Sullivan, H.

http://eprints.bournemouth.ac.uk/30853/

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

© 2018, Macmillan Publishers Ltd., part of Springer Nature. 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.

This data was imported from Web of Science (Lite):

Authors: Leijerholt, U., Chapleo, C. and O'Sullivan, H.

http://eprints.bournemouth.ac.uk/30853/

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

The data on this page was last updated at 05:20 on October 20, 2020.