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Public Branding and Marketing

A Global Viewpoint

  • Book
  • © 2021

Overview

Editors:
  1. Staci M. Zavattaro

    1. School of Public Administration, University of Central Florida, Orlando, USA

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  • Provides a global view of developments in public branding and marketing practices
  • Bridges the academic-practitioner divide
  • Creates a foundation for studying public branding and marketing from a public administration perspective

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Table of contents (17 chapters)

  1. Front Matter

    Pages i-xii
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  2. Introduction

    • Staci M. Zavattaro
    Pages 1-4

  5. Part III

    1. Front Matter

      Pages 197-200
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    2. #thatswhywestallis Shows the World How Good West Allis Feels

      • Jenny Kosek
      Pages 201-205

    3. Backfiring Boomerang Brands in Jakarta: The Case of the Great Garuda

      • Ellen Minkman, Vidar Stevens, Roanne van Voorst
      Pages 207-226

    4. How to Close the Gap? Branding as a Solution to Declining Youth Participation

      • Axelle Verdonck, Jan Boon, Vidar Stevens
      Pages 227-238

    5. From a Dog’s Breakfast to a King’s Table: Branding and Marketing a Major Research University

      • Julia Cummings, Ken McConnellogue
      Pages 239-247

    6. Who Learns from Who in Participatory Practices of Place Brand Co-creation? An Exponential Random Graph Modelling Analysis on the Determinants of Learning Interactions in a Belgian Branding Process

      • Vidar Stevens, Peter Nafzger
      Pages 249-272

    7. Conclusion

      • Staci M. Zavattaro
      Pages 273-274
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Keywords

About this book

This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. 

The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.

Editors and Affiliations

  • School of Public Administration, University of Central Florida, Orlando, USA

    Staci M. Zavattaro

About the editor

​Staci M. Zavattaro is associate professor of public administration at the University of Central Florida, US. She serves as editor in chief of Administrative Theory & Praxis and focuses her research on place branding, administrative theory, and social media use in government.

Bibliographic Information

  • Book Title: Public Branding and Marketing

  • Book Subtitle: A Global Viewpoint

  • Editors: Staci M. Zavattaro

  • DOI: https://doi.org/10.1007/978-3-030-70505-3

  • Publisher: Springer Cham

  • eBook Packages: Economics and Finance, Economics and Finance (R0)

  • Copyright Information: Springer Nature Switzerland AG 2021

  • Hardcover ISBN: 978-3-030-70504-6Published: 23 July 2021

  • Softcover ISBN: 978-3-030-70507-7Published: 24 July 2022

  • eBook ISBN: 978-3-030-70505-3Published: 21 July 2021

  • Edition Number: 1

  • Number of Pages: XII, 283

  • Number of Illustrations: 44 b/w illustrations

  • Topics: Public Administration, Branding, Online Marketing/Social Media, Public Policy

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