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Branding in Governance and Public Management

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Branding in Governance and Public Management

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 invest their energy in governance processes.

Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.

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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 invest their energy in governance processes.

Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.

Produktdetaljer
Sprog: Engelsk
Sider: 188
ISBN-13: 9780415817912
Indbinding: Paperback
Udgave:
ISBN-10: 0415817919
Udg. Dato: 13 nov 2012
Længde: 15mm
Bredde: 152mm
Højde: 230mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 13 nov 2012
Forfatter(e) Jasper (Erasmus University Rotterdam Eshuis, E.H. Klijn, Jasper Eshuis


Kategori Personaleledelse og HR


Sprog Engelsk


Indbinding Paperback


Sider 188


Udgave


Længde 15mm


Bredde 152mm


Højde 230mm


Udg. Dato 13 nov 2012


Oplagsdato 13 nov 2012

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