A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector.

Leijerholt, U., Chapleo, C. and O'Sullivan, H., 2018. A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management. (In Press)

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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.

Item Type:Article
ISSN:1350-231X
Uncontrolled Keywords:Brand management; Brand architecture; Internal brand management; Public organisation; Public sector;
Group:Faculty of Management
ID Code:30853
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:15 Jun 2018 10:42
Last Modified:15 Jun 2018 10:42

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