Branding from Within: Internal Brand Management in the Public Sector

Ulrika Leijerholt ()
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Ulrika Leijerholt: Umeå School of Business, Economics and Statistics, Umeå University

A chapter in Public Branding and Marketing, 2021, pp 121-139 from Springer

Abstract: Abstract This chapter focuses on public sector branding from an internal, employee perspective. It shows that for public organizations to ensure desired outcomes, organizations should adopt a multi-level approach to their internal brand management. This entails considering factors on sectoral, organizational, and individual levels. Further, a central message of the chapter is that public sector organizations may need to reconsider some traditional brand knowledge to ensure the brand management is approached in a manner better suited for the sector.

Keywords: Internal branding; Brand management; Strategic branding; Employees (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_7

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DOI: 10.1007/978-3-030-70505-3_7

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