Brand management: how to create a cross-government/sector structure?
A few key takeaways:
- Having the government on board is important, as it is an overarching entity under which various sectors will benefit from place branding initiatives, especially in tourism.
- The brand management should be separate from politics and should have active participation from the private sector.
- A public-private partnership is ideal as both partners bring a wealth of information to the table which helps to come up with creative ideas and strategies for place brand implementation.
- Funding has to be taken into account when there are multiple players.
- Independent decision-making and fair representation of players is a must.
- Creating a consistent narrative across all entities is imperative, as all the collaborators have their own identity.
- Depending on the objective, collaborators can opt for any of the three models in brand management - branded house, house of brands or blended house. Each of these provides collaborators varying degrees of recognition and flexibility.
- Decision-making with a cross-government/sector structure can be time-consuming.
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