Branding for Morale

M. Blair Thomas ()
Additional contact information
M. Blair Thomas: Valdosta State University

A chapter in Public Branding and Marketing, 2021, pp 163-174 from Springer

Abstract: Abstract Within the local government, practices once reserved for the private sector, such as branding, are increasingly more accepted within public administration. There are several elements that make up an organization’s brand. One such element that is traditionally underdiscussed but increasingly important in a changing public environment is the impact of morale. The purpose of this chapter is to offer an exploration of how morale is currently discussed in the context of branding and how cities are using it to improve their brand. This chapter specifically discusses the practice of branding from the purview of internal and external morale. Utilizing surveys and interviews from a sample of city managers and related public officials in charge of branding across Florida, this exploratory chapter brings into the forefront how municipalities are discussing morale and how the concept viewed internally and externally can enhance a city’s brand. Possible future research ideas are also provided on how scholars could examine morale in the context of branding, especially as practitioners seek to utilize branding in beneficial ways within their cities.

Keywords: Branding; Local government; Morale; Strategic management (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_9

Ordering information: This item can be ordered from
http://www.springer.com/9783030705053

DOI: 10.1007/978-3-030-70505-3_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().