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

Ulrika Leijerholt (), Chris Chapleo () and Helen O’Sullivan ()
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Ulrika Leijerholt: Umeå University
Chris Chapleo: Umeå University
Helen O’Sullivan: Umeå University

Journal of Brand Management, 2019, vol. 26, issue 3, No 5, 277-290

Abstract: 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.

Keywords: Brand management; Brand architecture; Internal brand management; Public organisation; Public sector (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-018-0128-y

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