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Branding in the public sector: a systematic literature review and directions for future research

Author

Listed:
  • Ulrika Leijerholt

    (Umeå University)

  • Galina Biedenbach

    (Umeå University)

  • Peter Hultén

    (Umeå University)

Abstract

The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.

Suggested Citation

  • Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:2:d:10.1057_s41262-018-0116-2
    DOI: 10.1057/s41262-018-0116-2
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    References listed on IDEAS

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    Cited by:

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    3. Faraz Sadeghvaziri & Mohammad Azimi, 2022. "Employer brand identification: investigating the concept of employer brand identification in the military context," Journal of Business Economics, Springer, vol. 92(1), pages 1-26, January.
    4. Santos Márcia R. C. & Laureano Raul M. S., 2023. "Unveiling management trends in the public sector: A literature review and research agenda," Central European Journal of Public Policy, Sciendo, vol. 17(2), pages 63-81, December.
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    6. Dahle, Dag Yngve, 2020. "Marks of distinction: Branding responses to market logics in schools," Working Paper Series 6-2020, Norwegian University of Life Sciences, School of Economics and Business.
    7. Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.

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