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100   $a20180706d2012      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aBranding in governance and public management /$fJasper Eshuis and Erik-Hans Klijn
210  1$aNew York :$cRoutledge,$d2012.
215   $a1 online resource (189 p.)
225 1 $aRoutledge critical studies in public management ;$v8
300   $aDescription based upon print version of record.
311   $a0-415-81791-9 
311   $a0-415-88517-5 
320   $aIncludes bibliographical references and index.
327   $aThe 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.
330   $aPoliticians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to i
410  0$aRoutledge critical studies in public management ;$v8.
606   $aCommunication in public administration
606   $aPublic relations and politics
606   $aGovernment publicity
606   $aBranding (Marketing)
615  0$aCommunication in public administration.
615  0$aPublic relations and politics.
615  0$aGovernment publicity.
615  0$aBranding (Marketing)
676   $a352.7/48
700   $aEshuis$b Jasper$f1972-,$01546233
701   $aKlijn$b Erik-Hans$0771984
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910779046303321
996   $aBranding in governance and public management$93801664
997   $aUNINA