دانلود رایگان مقاله انگلیسی یک برند در یک برند: درک یکپارچه از مدیریت برند داخلی و معماری برند در بخش عمومی - اشپرینگر 2018

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.

Discussion and conclusion

In this paper, we have explored brand management and brand architecture within the public sector, with an internal perspective. A number of findings have resonance with exploration of the literature and should be highlighted.

From a brand management perspective, this case organisation seems to adhere to a traditional approach in the form of a top-down brand development, consistency in communication and promotion of a single organisational brand. Exploring brand architecture, our findings broadly support the view that public organisations are moving towards an umbrella brand (Hemsley-Brown and Goonawardana 2007) that in brand architecture terms would be labelled a ‘‘branded house’’ (Dholakia and Acciardo 2014). However, within this organisation, individual departments are involved with branding efforts to promote themselves to various stakeholders for reasons identified earlier. Thus, both organisational and departmental branding efforts are evident. This does not, contrary to traditional branding knowledge, seem to have a negative influence on the organisational brand. Instead, departmental branding efforts seem, under certain circumstances, to strengthen both the organisational brand and employee brand commitment, for reasons discussed in the following paragraphs.