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Abstract
Purpose - To provide an overview of branding activity in the UK public library service.
Design/methodology/approach - A review of branding literature was undertaken. The primary research was conducted over a four-week period and consisted of a questionnaire survey distributed to heads of services in order to gain data regarding branding of the service.
Findings - The research indicated that heads of service do give consideration to branding in their marketing plans. Branding properly planned and developed may be one way in which the public library service can raise its image and allow employees to take ownership of the service.
Research limitations/implications - Owing to the time element involved in the gathering of data responses were not as high as previously anticipated.
Practical implications - A good insight into the application of branding in the UK public library sector which would interest practitioners and academics alike.
Originality/value - Contributes to the domain of knowledge which is weak in the area of branding in libraries.
Keywords Brands, Brand image, Marketing; Public libraries, United Kingdom
Paper type Research paper
Introduction
The aim of this paper is to provide an overview of branding activity in the UK public library service. This is one of the oldest free library networks in the world but, in recent years, it has faced a variety of new challenges related to falling use and changing patterns of leisure. Could branding help improve the image of the service?
Principal among the factors influencing the development of the service over the last decade have been:
Central Government review
The election of a Labour government in 1997 ushered in a period of intensive review for the public library service. A raft of reports beginning with Due for Renewal (Audit Commission, 1997) and most recently the policy document for England and Wales, Framework for the Future (DCMS, 2003), have concentrated on the need to revive the system through a sustained effort of co-operation and user focus. Libraries have been entrusted with a central role in delivering lifelong learning, contributing to social inclusion and providing an equitable access to information and communication technologies. Examples of these initiatives are described below:
Best Value process
The Labour Government pledged its commitment to "Best Value" for managing and delivering...