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Session 7.3 A Framework for Public Sector Branding Ramesh Venkat, Saint Mary‘s University, Canada A Strategic Investigation into the Notion of Corporate Identity in the Non-profit Sector: a Case Study of Greenpeace Switzerland T C Melewar, Brunel University, U.K. Armin Ledergerber, Zurich University of Applied Sciences, Switzerland The Role of Strong Organisational Identity to Cope Current Changes and Challenges of Regulations on Early Childhood Industry in Australia Sene Gide, University of Sydney, Australia Brand Hypocrisy Sanne Frandsen, Copenhagen Business School, Denmark 186
A Framework for Public Sector Branding Ramesh Venkat, Saint Mary‘s University, Canada Introduction Governments at all levels worldwide are faced with the challenge of improving effectiveness, having to deliver more services under resource constraints and satisfying citizens have greater expectations based on their experience in the private sector (Jordon, 2005; Martin 2010; Zampetakis & Moustakis, 2007). Greater responsiveness to citizen needs and accountability are at the heart of many public sector and governmental reforms (Aucoin & Davis, 2005; Pollit & Bouckaert, 2000; Thomas, 2007; Thompson, 1993). As public sector organisations look to improve their performance and effectiveness they have turned to the marketing concept (Kotler & Lee, 2007; Whalen et al., 2010). We see evidence of marketing orientation in public sector organisations that have a trading or business orientation such as postal services, state or provincial liquor commissions and national airlines (e.g., Graham, 1995; Daniels, 2007). Yet, most public sector organizations lack formal marketing planning processes as well as a focus on client needs when developing or delivering services (CEPM, 2006). The American Customer Satisfaction Index rating for public sector in 2009 was about 68.7, whereas across all sectors the national index stood at approximately 76 (see www.theacsi.org), which suggests that public sector organisations have a long way to go in their pursuit of customer and market orientation. Based on a review of relevant literature and a case study, this paper proposes a general framework for public sector branding. It is hoped this will assist public sector organisations as well as trigger scholarly interest in this topic. Significance of Brand Building The Context The public sector context is quite different from the private sector, as outlined in Table 1. Given their monopoly, establishing the need for customer orientation or brand building can be a hard sell. Traditional definitions of brand (such as the AMA definition, which focuses on visual elements and differentiation from competition) make little sense to public sector executives. It is, therefore, proposed that the brand be defined as the consumer‘s or citizen‘s perception of the overall reputation of the organization. Everything that the organization does – how well it meets the needs of its customers, how well it treats its clients and the overall experience it provides – will determine this perception. The view of brand as salience has been instrumental in establishing many of today‘s leading consumer brands, especially low-involvement brands (Miller & Berry, 1998; Romaniuk & Sharp, 2004). ―Brand as image‖ perspective holds that consumers gravitate to brands that match their current or aspirational self-image (Aaker, 1996; Miller & Berry, 1998; Kuksov, 2007). This works for higher involvement products. A third perspective is that brand is nothing but reputation of the product or the firm (e.g., Chong, 2007; Milewicz & Herbig, 1994). ―Brand as a reputation‖ will require every part of the organization working together to deliver customer experience that is consistent with the brand promise. This will require an organization-wide effort, unlike the salience view which is largely communications driven. Salience and image building as the basis for brand building makes little sense in public sector, where competition and the need to differentiate do not exist. The three perspectives on brand are compared in Table 2. Role of Brand in Public Sector If differentiation or influencing choice is not the reason for building a brand, why should public sector organisations engage in brand building? Criticism Regarding Accountability. Public sector organizations in many countries are undergoing changes to become more accountable (e.g., Aucoin & Davis, 2005; Jordon, 2005; OECD, 2002). They are also attempting to become more customer or citizen-centric (Chen, Yu & Chang, 2005; Whalen et al., 2010). The criticism faced by governmental agencies for being uncaring and wasteful is now leading them to be concerned with reputation management. A focus on brand can provide these organisations a process for managing reputation with key stakeholders. Threat of Privatization. Many public sector organisations in domains such as utilities, telecommunications, postal services, health care, among others, have been privatized or face the threat of privatization. Organisations that lack customer orientation and a coherent brand strategy will be ill-prepared for such a scenario. Forward looking public sector organisations can use potential privatization as a motivation for bringing a strong brand orientation (cf. Landor 1999). Building Customer or Citizen Relationships. For customers served by public sector organisations, the superior reputation of an organization can lead to greater trust. Trust in public sector may not be declining (Van de Walle, Van Roosbroek, & Bouckaert, 2008), but it remains low in industrialized countries (Edelman Trust Barometer 2010). Trust is a vital component of a long-term relationship between a service provider and the customer (e.g., Morgan & Hunt, 187
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
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Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
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Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
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Page 169 and 170: Concentrating on the actual practic
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Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
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Page 189 and 190: Conclusion Public sector organisati
Page 191 and 192: A strategic investigation into the
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Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212: + Top-Down Dynamic between Luxury F
Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219 and 220: When investigating unique significa
Page 221 and 222: Session 8.2 Closing the Gaps - the
Page 223 and 224: accomplishing reality rather than d
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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