Public Branding and Marketing: Theoretical and Practical Developments

Zavattaro, Staci M.; Marland, Alex; Eshuis, Jasper

doi:10.1111/puar.13372

Cited by 11 publications

(32 citation statements)

References 21 publications

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“…At that time, the role of public institutions also turned out to be the most important, and the efficiency of public institutions depends strongly on the degree of development of marketing functions. Thus, we emphasise, among other things, the role of symbolism recognition, communication efficiency, easy access to the necessary data, and the trustworthiness and reliability of public communications as an essential element of the changing landscape of local government institutions at present (Zavattaro, Marland & Eshuis, 2021). Our study reveals that territorial self-government units (TSGUs) that use available marketing tools more efficiently cope better with adapting to new conditions.…”

Section: Introductionmentioning

confidence: 92%

“…It relies on citizens' ability to make quick judgments based on heuristics and cognitive abbreviations (Marland et al, 2017). Thus, public branding is an active, targeted and coordinated effort by all key stakeholders who, in the deliberation process, control the key elements (such as place, organisation, politics, culture) of communication processes in a territory (Zavattaro et al, 2021). Moreover, a brand is sustainable when it supports minimising potential conflicts and when benefits are matched with audiences and at the same time supported by a positive user experience (Marland et al, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Is the grass elsewhere really greener? A study on the place marketing activity of Polish self-governments

Sokołowicz

Lewandowska-Gwarda²,

Przygodzki³

2022

BGSS

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The role of place marketing and branding as a modus for enhancing public sector efficiency is growing, especially in territorial self-government units (TSGUs). A growing proportion maintains the relevant responsible agencies. We compared the place marketing activities of Polish TSGUs, focusing on their maturity in this matter. We associate maturity with the awareness that one should not be ashamed of territorial uniqueness but, on the contrary, highlight it as a source of merit. We based our study on self-evaluation carried out by marketing practitioners operating in Polish TSGUs. The results reveal that most of them do not yet fully exploit state-of-the-art place marketing to strengthen development policies. However, they vary significantly by disclosing many interesting local specificities.

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Section: Introductionmentioning

confidence: 92%

Section: Theoretical Backgroundmentioning

confidence: 99%

Is the grass elsewhere really greener? A study on the place marketing activity of Polish self-governments

Sokołowicz

Lewandowska-Gwarda²,

Przygodzki³

2022

BGSS

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“…The influence of image on the effectiveness of the organization is studied by the following scientists: Theurer, P. Christian, A. Tumasjan, I. Welpe, and F. Lievens explore the image and reputation as components of employer branding [7], S. Zavattaro, A. Marland, J. Eshuis continue research on brand formation [8], A. Alhadid and B. Qaddomi explore the role of public relations in the image of the organization [9], E. Rho, T. Yun, K. Lee explore the importance of organizational image for functioning organizations [10], J. López, J. González, A. Calderón explore the features of corporate image and employee satisfaction with work [11].…”

Section: Literature Review Generalization Of Main Statementsmentioning

confidence: 99%

Development of Pedagogical Staff as an Integral Element of Forming a Positive Image

Boryshkevych

2021

jpnu

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The formation of a positive image of the educational institution provides an increase in the efficiency of its activities and provides an opportunity to meet the needs of stakeholders. The main purpose of the image formation is also to increase competitive advantage, attract investment, establish and expand partnerships. The development of teaching staff is an integral part of forming a positive image of the educational institution, as employees are the main carriers of the brand. The career of educators is a complex multifaceted process, due to the unity of internal (subjective) and external (objective) factors. Internal factors include the living conditions of the future specialist, and external - the peculiarities of career growth (attitude to the profession and awareness of its importance). The desire for self-improvement and self-education are important drivers for the formation of successful careers of employees of educational institutions, ensuring the expansion of their creative potential, cognitive interests, and the formation of a creative personality. Based on the conducted research on building an effective strategy for the development of the employee of the educational institution, each teacher was asked to conduct their SWOT analysis, which allows identifying his/her strengths and weaknesses, as well as external opportunities and threats. The results of the SWOT analysis enable the employee of the educational institution to discover his / her existing potential and to be ready for possible changes in the external environment, which is changeable and fleeting. The strategy of career growth of the teacher is developed, which includes the following stages: conducting SWOT analysis; improvement of professionally important features and qualities; postgraduate education; passing advanced training courses; participation in various pedagogical forums, seminars, conferences, training; research of the advanced pedagogical experience, in particular concerning the use of innovative technologies; constant improvement of scientific and methodical work; forming your portfolio and, as a result, achieving a new level of career growth. Career development leads to a fundamentally new way of life of a teacher - creative self-realization in the profession, which allows identifying their individual and professional capabilities.

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“…Marketing strategies are being increasingly adapted in the public sector. Among the discussions in the literature, we find the concept of public marketing (Pasquier & Villeneuve, 2018; Silva & Minciotti, 2021), which has become one of the essential activities for public brand building strategies (Zavattaro, Marland, & Eshuis, 2021).…”

Section: Introductionmentioning

confidence: 99%

Analysis of information on mitigating SUS's judicialization in digital media

Siqueira

Müller

Siena

2022

REGE

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PurposeThis research aimed to analyze how information on public policies to mitigate the judicialization of the SUS (Brazilian Unified Health System) have been disseminated via digital media to citizens and stakeholders.Design/methodology/approachUnder a qualitative and inductive paradigm, the research was based on the search for news on the Google pages. Data were grouped into higher categories to formalize theoretical generalizations.FindingsData analysis showed that there are news classified into 11 codes, forming three news groups broadcast as an effort by the programs to legitimize themselves with society: Perceived Quality, Publicity Produced and Results Achieved.Research limitations/implicationsThe relationship between the effectiveness of public policies and their dissemination in digital media has implications for the result/legitimacy relationship, not excluding that public marketing can make a program legitimate without having results that confirm its effectiveness.Social implicationsThe work provides a means of understanding the dissemination of public policies, in particular, verifying whether these are being provided in order to establish responsible and transparent communication with the citizen or to legitimize public policies without effective results.Originality/valueThe proposed conceptual model is based on four quadrants and represents the relationship between the results achieved by public policies and legitimacy, considering a phenomenon resulting from public marketing. The association between the intensity of these constructs constitutes four themes: fake public marketing, inefficient public policy, deficient public marketing and full public policy.

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Public Branding and Marketing: Theoretical and Practical Developments

Cited by 11 publications

References 21 publications

Is the grass elsewhere really greener? A study on the place marketing activity of Polish self-governments

Is the grass elsewhere really greener? A study on the place marketing activity of Polish self-governments

Development of Pedagogical Staff as an Integral Element of Forming a Positive Image

Analysis of information on mitigating SUS's judicialization in digital media

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