Branding for the Public Sector

DR PAUL TEMPORAL is a leading global expert on brand strategy and management. He has over 25 years of experience in brand consulting and training and is a much sought-after speaker. He has consulted for many governments and top corporations across the world, and is well known for his practical and results-oriented approach. He is an Associate Fellow at both Saïd Business School and Green Templeton College in the University of Oxford, and a Visiting Professor in Marketing at Shanghai Jiao Tong University, China.He has been a regular contributor at major international conferences and round-table events, such as those organized by The Economist Group, Business Week and World Islamic Economic Forum. Paul has also published widely in many journals and media and has featured in mainstream global media such as The New York Times, The Wall Street Journal, the Sunday Times of India, and CNBC. He has written numerous bestselling books, including Branding in Asia, Romancing the Customer, Asia's Star Brands, Advanced Brand Management (second edition), and Islamic Branding and Marketing. His main interests lie in the fields of national and corporate branding.

• Preface viiPart One: The Importance of Branding and Building Brand Strategy 11 The Public Sector and Branding 52 Public Sector Brand Categories 193 The Nation Brand Effect and Brand Architecture 474 Building a Power Public Sector Brand: Visions, Values, Emotions and Personalities 675 Brand Positioning 99Part Two: Implementing and Managing Public Sector Brands 1416 Public Sector Brand Management 1457 Brand Communications Strategy 1738 Brand Engagement 2039 Tracking Brand Success 22110 The Future of Public Sector Branding 243Author biography 267Acknowledgements 269Index 271