Branding of Government Services: Benefits and Challenges

Aravind Reghunathan

IIM Kozhikode Society & Management Review, 2021, vol. 10, issue 2, 232-235

Abstract: Till recently, brand management was perceived as a function exclusive to commercial organizations. However, the experiences of several nations have shown that branding can be an effective tool for managing government services also. This paper discusses the benefits of the current practices of branding in governance. A coherent branding strategy assists the departments in the formulation and delivery of services by having clarity of purpose and consistency in communication. The citizen benefits in various ways from a streamlined execution of the strategy. The paper also identifies the challenges for brand management to grow in the governance sphere.

Keywords: Services branding; government branding; public sector branding; e-governance; employer brand (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/22779752211017600 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:10:y:2021:i:2:p:232-235

DOI: 10.1177/22779752211017600

Access Statistics for this article

More articles in IIM Kozhikode Society & Management Review
Bibliographic data for series maintained by SAGE Publications ().