Branding in governance and public management / Jasper Eshuis and Erik-Hans Klijn.

Format:

Book

Author/Creator:

Eshuis, Jasper, 1972- author.

Contributor:

Klijn, Erik-Hans, 1958-

Series:

Routledge critical studies in public management ; 8.

Routledge critical studies in public management ; 8

Language:

English

Subjects (All):

Communication in public administration.

Public relations and politics.

Government publicity.

Branding (Marketing).

Physical Description:

1 online resource (189 p.)

Edition:

1st ed.

Place of Publication:

New York : Routledge, 2012.

Language Note:

English

Summary:

Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to i

Contents:

The rise of branding in governance processes

The many faces of branding: definitions, functions, and forms

Branding to influence perceptions about policy problems and solutions

Branding to activate, motivate, and bind stakeholders in governance processes

Brands and the media: communicating with the outside world

Branding as governance strategy

Risks and limits of branding

Brands and governance: towards interactive forms of branding.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

1-136-50494-X

1-283-44138-1

9786613441386

0-203-14515-1

1-136-50495-8

9780203145159

OCLC:

798533269