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New-Age Branding and the Public Sector

dc.contributor.authorOlivier Serrat
dc.date.accessioned2015-01-24T13:09:37Z
dc.date.available2015-01-24T13:09:37Z
dc.date.issued2010-01-01
dc.identifier.urihttp://hdl.handle.net/11540/568
dc.description.abstractBranding 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.
dc.languageEnglish
dc.publisherAsian Development Bank
dc.rightsCC BY 3.0 IGO
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/igo
dc.titleNew-Age Branding and the Public Sector
dc.typeBriefs
dc.subject.expertDevelopment In East Asia
dc.subject.expertDevelopment Planning
dc.subject.expertDevelopment Research
dc.subject.expertTechnology Development
dc.subject.expertAid And Development
dc.subject.expertComprehensive Development Framework
dc.subject.expertDevelopment Cooperation
dc.subject.expertDevelopment Management
dc.subject.expertDevelopment Planning
dc.subject.expertDevelopment Strategies
dc.subject.adbDevelopment strategy
dc.subject.adbDevelopment models
dc.subject.adbEconomic development
dc.subject.adbNew technology
dc.subject.adbRural planning
dc.subject.adbAid coordination
dc.subject.adbIndustrial projects
dc.subject.adbInfrastructure projects
dc.subject.adbNatural resources policy
dc.subject.adbEducational development
dc.subject.naturalEconomic development projects
dc.subject.naturalEconomic forecasting
dc.subject.naturalEconomic development projects
dc.subject.naturalMunicipal government
dc.subject.naturalTechnology transfer
dc.subject.naturalExchanges of patents and technical information
dc.subject.naturalTechnical education
dc.subject.naturalTechnology tCommunication in rural development
dc.subject.naturalCommunication in community development
dc.subject.naturalEconomic development projects
dc.subject.naturalDevelopment banks
dc.subject.naturalEconomic forecasting
dc.subject.naturalEnvironmental auditing
dc.subject.naturalCumulative effects assessment
dc.subject.naturalHuman rights and globalizationransfer
dc.subject.naturalTechnocracy
dc.title.seriesKnowledge Solutions
dc.contributor.imprintAsian Development Bank
oar.themeDevelopment
oar.themeEconomics
oar.dep.sourceRSDD
oar.identifierOAR-001137
oar.authorSerrat, Olivier
oar.importtrue
oar.googlescholar.linkpresenttrue


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  • ADB Knowledge Showcases
    The Asian Development Bank’s (ADB) Knowledge Showcases series highlights innovative ideas, creative solutions, or good practices resulting from the projects, technical assistance, and other initiatives of ADB. It aims to draw readers to delve deeper into the back story of the project, promote further discussion and research, and ultimately encourage replication and expansion where applicable.

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