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Branding from Within: Internal Brand Management in the Public Sector

In: Public Branding and Marketing

Author

Listed:
  • Ulrika Leijerholt

    (Umeå School of Business, Economics and Statistics, Umeå University)

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.

Suggested Citation

  • Ulrika Leijerholt, 2021. "Branding from Within: Internal Brand Management in the Public Sector," Springer Books, in: Staci M. Zavattaro (ed.), Public Branding and Marketing, pages 121-139, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70505-3_7
    DOI: 10.1007/978-3-030-70505-3_7
    as

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