Cristin-resultat-ID: 369237
Sist endret: 19. juni 2008, 14:34
NVI-rapporteringsår: 2008
Resultat
Vitenskapelig artikkel
2008

Can public sector organizations be coherent corporate brands?

Bidragsytere:
  • Arild Wæraas

Tidsskrift

Marketing Theory
ISSN 1470-5931
e-ISSN 1741-301X
NVI-nivå 1

Om resultatet

Vitenskapelig artikkel
Publiseringsår: 2008
Volum: 8
Hefte: 2
Sider: 205 - 221

Importkilder

Scopus-ID: 2-s2.0-84992883988

Beskrivelse Beskrivelse

Tittel

Can public sector organizations be coherent corporate brands?

Sammendrag

This article discusses the potential challenges of introducing corporate branding in public sector organizations. While the corporate branding ideal is to seek a precise and coherent definition of the organizational identity and achieve message consistency in the organization's self-presentation, public organizations are often characterized by contradictory and inconsistent values and multiple identities. This makes the ideal of consistency difficult to achieve. It is argued that public organizations will benefit more from branding on the basis of inconsistent values and multiple identities rather than trying to promote one set of values and one identity at the expense of others.

Bidragsytere

Arild Wæraas

  • Tilknyttet:
    Forfatter
    ved Institutt for samfunnsvitenskap ved UiT Norges arktiske universitet
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