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A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.ORCID iD: 0000-0002-0271-7887
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Bournemouth University.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Bournemouth University.
2019 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 3, p. 277-290Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Springer, 2019. Vol. 26, no 3, p. 277-290
Keywords [en]
Brand management, Brand architecture, Internal brand management, Public organization, Public sector
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-158933DOI: 10.1057/s41262-018-0128-yISI: 000466193900005OAI: oai:DiVA.org:umu-158933DiVA, id: diva2:1316022
Available from: 2019-05-15 Created: 2019-05-15 Last updated: 2019-07-02Bibliographically approved
In thesis
1. Public sector branding: an internal brand management perspective
Open this publication in new window or tab >>Public sector branding: an internal brand management perspective
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. On the other hand, the public sector appears to require a somewhat distinct approach to branding as there are contextual differences that may affect branding principles, their implementation, and outcomes. Thus, the field lacks established relevant theoretical frameworks to guide public sector organizations in their branding efforts.

One particular area of interest is that of internal brand management. A strong organizational brand is dependent on the brand values being incorporated into the fabric of an organization and into the behaviors of its employees. How this outcome can be achieved in the public sector, however, is still unknown. Thus, the purpose of this dissertation is to investigate central factors affecting the implementation of internal brand management in the public sector, considering its specific nature.

Through a multi-method study, this dissertation presents the synthesized findings of four individual papers. The first paper, a literature review, explores extant research on public sector branding. The next two papers are based on a qualitative case study, which includes interviews, observations, and brandrelated documents. The fourth paper is based on a quantitative study. The three empirical papers investigate various factors that influence internal brand management in the public sector.

The synthesized findings demonstrate that organizations within the public sector need to approach branding in a manner that considers its distinct nature. From an internal brand management perspective this entails considering contextual, organizational, and individual factors. These factors have been found to affect branding principles and their implementation in public organizations and indicate the unique nature of public sector branding.

Place, publisher, year, edition, pages
Umeå: Umeå universitet, 2019. p. 86
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 104
Keywords
public sector branding, internal brand management, internal branding, organizational branding, brand commitment, brand architecture, internal communication, organizational practices, public service motivation
National Category
Business Administration
Research subject
Business Studies; marketing
Identifiers
urn:nbn:se:umu:diva-161339 (URN)978-91-7855-096-8 (ISBN)
Public defence
2019-08-30, Hörsal S205, Samhällsvetarhuset, Umeå, 13:00 (English)
Opponent
Supervisors
Available from: 2019-08-15 Created: 2019-07-02 Last updated: 2019-08-21Bibliographically approved

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Leijerholt, Ulrika

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