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Record Nr. |
UNINA9910826242303321 |
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Autore |
Eshuis Jasper <1972-, > |
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Titolo |
Branding in governance and public management / / Jasper Eshuis and Erik-Hans Klijn |
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Pubbl/distr/stampa |
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New York : , : Routledge, , 2012 |
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ISBN |
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1-136-50494-X |
1-283-44138-1 |
9786613441386 |
0-203-14515-1 |
1-136-50495-8 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (189 p.) |
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Collana |
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Routledge critical studies in public management ; ; 8 |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Communication in public administration |
Public relations and politics |
Government publicity |
Branding (Marketing) |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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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 |
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