New-Age Branding and the Public Sector
Serrat, Olivier | January 2010
Abstract
Branding is a means to identify a company's products or services, differentiate them from those of others, and create and maintain an image that encourages confidence among clients, audiences, and partners. Until the mid-1990s, brand management-based on the 4Ps of product (or service), place, price, and promotion-aimed to engineer additional value from single brands. The idea of organizational branding has since developed, with implications for behavior and behavioral change, and is making inroads into the public sector too.
Citation
Serrat, Olivier. 2010. New-Age Branding and the Public Sector. © Asian Development Bank. http://hdl.handle.net/11540/568. License: CC BY 3.0 IGO.Keywords
Development In East Asia
Development Planning
Development Research
Technology Development
Aid And Development
Comprehensive Development Framework
Development Cooperation
Development Management
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Citable URI
http://hdl.handle.net/11540/568Metadata
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