Branding in Governance and Public Management

By Jasper Eshuis, E.H. Klijn

© 2013 – Routledge

188 pages | 19 B/W Illus.

Purchasing Options:
Paperback: 9780415817912
pub: 2012-11-13
US Dollars$54.95
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Hardback: 9780415885171
pub: 2011-12-22
US Dollars$160.00
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About the Book

Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes.

Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.

Table of Contents

1. The Rise of Branding in Governance Processes 2. The Many Faces of Branding: Definitions, Functions, and Forms 3. Branding to Influence Perceptions about Policy Problems and Solutions 4. Branding to Activate, Motivate, and Bind Stakeholders in Governance Processes 5. Brands and the Media: Communicating With the Outside World 6. Branding as Governance Strategy 7. Risks and Limits of Branding 8. Brands and Governance: Towards Interactive Forms of Branding

About the Authors

Jasper Eshuis is assistant professor at the Department of Public Administration at Erasmus University Rotterdam. Next to his research on public marketing and public branding, he conducts research on co-production in governance processes, especially in the field of spatial development and urban regeneration. He has published in journals such as Administration and Society and the Journal of Environmental Policy and Planning.

Erik Hans Klijn is professor at the Department of Public Administration at Erasmus University Rotterdam and visiting professor at the School of Government and Society at the University of Birmingham. His research and teaching activities focus on complex decision-making and management in networks, institutional design and Public Private Partnerships mainly in the area of infrastructure and urban restructuring. He published extensively in international journals like JPART, Administration and Society, Public Administration, PAR, and PMR.

About the Series

Routledge Critical Studies in Public Management

The study and practice of public management has undergone profound changes across the world. Over the last quarter century, we have seen

  • the increasing criticism of public administration as the over-arching framework for the provision of public services
  • the rise (and critical appraisal) of the ‘New Public Management’ as an emergent paradigm for the provision of public services
  • the transformation of the ‘public sector’ into the cross-sectoral provision of public services
  • the growth of the governance of inter-organizational relationships as an essential element in the provision of public services

In reality these trends have not so much replaced each other as elided or co-existed together – the public policy process has not gone away as a legitimate topic of study, intra-organizational management continues to be essential to the efficient provision of public services, whist the governance of inter-organizational and inter-sectoral relationships is now essential to the effective provision of these services.

This series is dedicated to presenting and critiquing this important body of theory and empirical study. It will publish books that both explore and evaluate the emergent and developing nature of public administration, management and governance (in theory and practice) and examine the relationship with and contribution to the over-arching disciplines of management and organizational sociology. Books in the series will be of interest to academics and researchers in this field, students undertaking advanced studies, and reflective policy makers and practitioners.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS052000
BUSINESS & ECONOMICS / Public Relations
BUS079000
BUSINESS & ECONOMICS / Government & Business