A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector

Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment

The Core Value Compass: visually evaluating the goodness of brands that do good

yesBrands that do good for the society as well as for themselves are motivated by the core values they espouse, which necessitates a better understanding of what qualities a true core value must possess. The inherent tension within brands that do good, between commercial interests to increase competitiveness, and societal interests that are closely linked to the brand’s authenticity, has largely been overlooked. Hence, we develop and demonstrate a relatively easy-to-apply visual tool for evaluating core values based on a set of ‘goodness’ criteria derived from extant theory. The Core Value Compass adopts a paradox-based, evolutionary perspective by incorporating the inherent tensions within true core values, and classifying them according to their temporal orientation. Thus, we contribute towards a better understanding of underlying tensions of core values and provide a practical tool that paves the way for improved, and indeed ethical, corporate branding strategies. Furthermore, we demonstrate the Compass’ application using the case of a public sector brand, which is a quintessential brand that does good. Therefore, we also contribute to the nascent theoretical discourse on public sector branding. This paper therefore adds to the notable attempts to bridge the gap between theory and practice in core values-based corporate branding

Regulokratene : Den nye styringsprofesjonen?

What characterizes the regulocrats within the higher education sector in Norway andSweden? How can the regulocrats’ role be related to the development of specific instituti-onal designs within the higher education sector? These questions are answered by meansof empirical studies of regulocrats in Norway and Sweden, within the field of higher edu-cation regulation. The regulocrats are an emerging profession working in autonomoussingle purpose regulatory agencies. The profession is increasingly important to the imp-lementation of policy and regulation. There is surprisingly little empirical evidence aboutthis professional role, and the article shows that the professionalization of the regulocratsis related to the ideal of independence. The emerging profession contributes to the insti-tutional design of regulocracy or regulatory capitalism, which implies a transformation ofthe classical bureaucracy in the modern administrative state, where all (both organizations,groups and individuals) are expected to invest more in regulation, understood as monito-ring, supervision, transparency and control. Within the higher education sector, regulati-ons are perceived as important because they benefit (the individual) students and creategood conditions for making rational choices in the education market. Although the regu-locrats in Norway and Sweden share much of the same professional ideals, there are alsodifferences between the two countries. Where the Swedish regulocrats are formalistic, theNorwegian counterpart is sensitive

Sub-sector branding and nation branding : the case of higher education

Purpose: This paper concerns public sub-sector branding within the higher education (HE) system. The purpose of this paper is to investigate how public sub-sector branding within HE is organized and how it is influenced by the use of national values, traits and characteristics. Design/methodology/approach: The study relies on two data sources: first, the paper benefits from a data set of one-stop web-portals for HE from the 23 countries listed in Times Higher Education’s top-60 universities ranking. Second, it builds on a sample and brief overview of Norway’s sub-sector branding of its HE sector. Findings: Expert authorities within the HE sector are legally and organizationally responsible for sub-sector branding, and they establish coordinated and coherent web-portals. In practice, however, nation-branding concerns are influencing on how the HE sub-sector is branded. The paper concludes with a discussion of democratic implications, and points to paradoxes arising from the use of national clichés and characteristics in this highly international sub-sector of the public realm. Originality/value: The paper informs discussions about public sub-sector branding within HE, a phenomenon that thus far has not been systematically studied. The practical applications of such a study are evident, as branding is becoming more important in the public sector in general, and in HE in particular

“Exotic, welcoming and fresh” : stereotypes in new Nordic branding

Purpose: Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. This paper contributes to a deeper understanding of the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors.  Design/methodology/approach: The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content towards visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focus on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity, and ideologies. Findings: The analysis shows that clichés about the nations prevail in contemporary brand material, and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing towards a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people. Originality/value: The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, the paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

Becoming a “Normal” and “Ordinary” Organization through Strategic Communication? Discursive Legitimation of the Swedish Armed Forces

This article examines the use of discursive legitimation strategies as a mode of strategic communication in public sector organizations. The study object is the Swedish Armed Forces (SAF). As a military organization, SAF’s communication has traditionally been characterized by restrictions, regulations, discretion, and secrecy. However, changing conditions have created a new need for legitimation of SAF and its operations, both internally and externally. The aim of the study is to understand how discursive legitimation is used in internal strategic communication in a public sector context, with particular emphasis on the challenges related to changing conditions and inconsistent demands on the organization. Discursive Legitimation Analysis (DLA) is used to study 31 editorials in SAF’s staff magazine to examine how SAF’s activities and its transformed role in society are legitimated. Two main findings are identified: (1) the frequent and unexpected use of rationalization as a legitimation strategy, stressing conformity with other organizations rather than differentiation; and (2) inconsistent legitimation strategies, with conflicting values and perspectives on strategic communication operating simultaneously. These findings highlight the difficulty of maintaining coherency and consistency in practice. The study further helps advancing the general understanding of the limits of strategic communication in pursuing legitimacy

Ekspertise, politikk eller dialog? Nettutvikling i Norge, Sverige og Storbritannia

Denne rapporten tar for seg utviklingen av kraftlinjer i sentralnettet for Norge, Sverige og Storbritannia, med særlig blikk for konsesjonssystemene i de tre landene. I rapporten brukes utbyggingsregimene for sentralnettet i Sverige og Storbritannia som kontrastvæsker for å sette det norske systemet i relieff. Slik får vi for det første tydelig frem særtrekk ved det norske nettutviklingsregimet, og for det andre løfter dette frem trekk ved systemene i Sverige og Storbritannia som har overføringsverdi til norske forhold

Ekspertise, politikk eller dialog? Nettutvikling i Norge, Sverige og Storbritannia

Denne rapporten tar for seg utviklingen av kraftlinjer i sentralnettet for Norge, Sverige og Storbritannia, med særlig blikk for konsesjonssystemene i de tre landene. I rapporten brukes utbyggingsregimene for sentralnettet i Sverige og Storbritannia som kontrastvæsker for å sette det norske systemet i relieff. Slik får vi for det første tydelig frem særtrekk ved det norske nettutviklingsregimet, og for det andre løfter dette frem trekk ved systemene i Sverige og Storbritannia som har overføringsverdi til norske forhold

Municipal risk communication challenges in the Nordic context : Organizing risk ownership

At a time when disasters, pandemics, pollution, and other crises gain prominence, local governments bear a crucial responsibility for effective risk communication. Yet, there remains a gap in our understanding of how municipalities approach risk communication before a crisis occurs. This qualitative study, involving seven focus groups and 29 semistructured interviews across two Nordic countries, raises questions about ownership of municipal risk communication: What challenges do municipalities face in managing ownership in risk communication? How does the organization of communication influence municipal risk communication? The results underscore three key considerations: First, there is a critical need for municipalities to engage in definitional clarification of risk and crisis communication. Establishing a shared understanding is paramount for effective communication strategies. Second, reframing uncertainty in municipal risk communication ownership as an opportunity is suggested. Embracing the inherent uncertainties and dependencies can offer a valuable perspective. Lastly, recognizing the underappreciation of risk communication emphasizes the imperative for municipal decision makers to address resource allocation issues. This involves ensuring that communication professionals have the confidence and resources needed, vis-à-vis other functions involved in risk management.The study was funded by the Regional Research Fund Western Norway, which is part of the Norwegian Research Council (grant number 27196) and the Swedish Civil Contingencies Agency (grant number 2020‐09584).DURCO

Hardanger som småkraftregion: Frå industrikraft til kortreist kraft

Sidan 2007 har energi- og kraftpolitikk i Hardanger vore synonymt med «Monstermast-saka» , som nådde eit klimaks i 2010. Då hadde det vore strid om sentralnettlina mellom Simadalen og Samnanger heilt sidan Statnett byggemeldte kraftlina i 2005. I 2010 var monstermastsaka den fjerde største mediesaka i Noreg (Ruud, Haug og Lafferty 2011). Ei av dei mest kjensleladde kontroversane handla om kraftlina skulle strekkast i jorda eller vere synleg i landskapet (Hansen 2012). Men i skuggen av Monstermaststriden har det også skjedd ei anna utvikling som har sett preg på landskapet i Hardanger: Småkraftutbygginga har skote fart