Branding in governance and public management / / Jasper Eshuis and Erik-Hans Klijn

• Autore: Eshuis Jasper <1972-, >
• Pubblicazione: New York : , : Routledge, , 2012
• Descrizione fisica: 1 online resource (189 p.)
• Disciplina: 352.7/48
• Soggetto topico: Communication in public administration; Public relations and politics; Government publicity; Branding (Marketing)
• Altri autori: KlijnErik-Hans
• 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
• Titolo autorizzato: Branding in governance and public management
• ISBN: 1-136-50494-X; 1-283-44138-1; 9786613441386; 0-203-14515-1; 1-136-50495-8
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910779046303321
• Lo trovi qui: Univ. Federico II
• Serie: Routledge critical studies in public management ; ; 8.