|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910779046303321 |
|
|
Autore |
Eshuis Jasper <1972-, > |
|
|
Titolo |
Branding in governance and public management / / Jasper Eshuis and Erik-Hans Klijn |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
New York : , : Routledge, , 2012 |
|
|
|
|
|
|
|
ISBN |
|
1-136-50494-X |
1-283-44138-1 |
9786613441386 |
0-203-14515-1 |
1-136-50495-8 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (189 p.) |
|
|
|
|
|
|
Collana |
|
Routledge critical studies in public management ; ; 8 |
|
|
|
|
|
|
Altri autori (Persone) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Communication in public administration |
Public relations and politics |
Government publicity |
Branding (Marketing) |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
Description based upon print version of record. |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references and index. |
|
|
|
|
|
|
Nota di contenuto |
|
The rise of branding in governance processes -- The many faces of branding: definitions, functions, and forms -- Branding to influence perceptions about policy problems and solutions -- Branding to activate, motivate, and bind stakeholders in governance processes -- Brands and the media: communicating with the outside world -- Branding as governance strategy -- Risks and limits of branding -- Brands and governance: towards interactive forms of branding. |
|
|
|
|
|
|
|
|
Sommario/riassunto |
|
Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to i |
|
|
|
|
|
|
|