03297oam 2200733I 450 991077904630332120230802004729.01-136-50494-X1-283-44138-197866134413860-203-14515-11-136-50495-810.4324/9780203145159 (CKB)2550000000089347(EBL)957536(OCoLC)798533269(SSID)ssj0000600691(PQKBManifestationID)12243621(PQKBTitleCode)TC0000600691(PQKBWorkID)10600967(PQKB)10162163(MiAaPQ)EBC957536(Au-PeEL)EBL957536(CaPaEBR)ebr10531789(CaONFJC)MIL344138(OCoLC)1000434168(OCoLC)617619347(FINmELB)ELB140255(EXLCZ)99255000000008934720180706d2012 uy 0engur|n|---|||||txtccrBranding in governance and public management /Jasper Eshuis and Erik-Hans KlijnNew York :Routledge,2012.1 online resource (189 p.)Routledge critical studies in public management ;8Description based upon print version of record.0-415-81791-9 0-415-88517-5 Includes bibliographical references and index.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.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 iRoutledge critical studies in public management ;8.Communication in public administrationPublic relations and politicsGovernment publicityBranding (Marketing)Communication in public administration.Public relations and politics.Government publicity.Branding (Marketing)352.7/48Eshuis Jasper1972-,1546233Klijn Erik-Hans771984MiAaPQMiAaPQMiAaPQBOOK9910779046303321Branding in governance and public management3801664UNINA