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Branding from Within: Internal Brand Management in the Public Sector

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Public Branding and Marketing

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Abstract

This chapter focuses on public sector branding from an internal, employee perspective. It shows that for public organizations to ensure desired outcomes, organizations should adopt a multi-level approach to their internal brand management. This entails considering factors on sectoral, organizational, and individual levels. Further, a central message of the chapter is that public sector organizations may need to reconsider some traditional brand knowledge to ensure the brand management is approached in a manner better suited for the sector.

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Authors and Affiliations

  1. Umeå School of Business, Economics and Statistics, Umeå University, Umeå, Sweden

    Dr. Ulrika Leijerholt PhD

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  1. Dr. Ulrika Leijerholt PhD
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Correspondence to Ulrika Leijerholt PhD .

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Editors and Affiliations

  1. School of Public Administration, University of Central Florida, Orlando, FL, USA

    Staci M. Zavattaro

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Leijerholt, U. (2021). Branding from Within: Internal Brand Management in the Public Sector. In: Zavattaro, S.M. (eds) Public Branding and Marketing. Springer, Cham. https://doi.org/10.1007/978-3-030-70505-3_7

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