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ToolsReghunathan, A., 2021. Branding of Government Services: Benefits and Challenges. IIM Kozhikode Society & Management Review, 10 (2), 232-235.
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DOI: 10.1177/22779752211017600
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.
| Item Type: | Article |
|---|---|
| ISSN: | 2277-9752 |
| Uncontrolled Keywords: | Services branding ; government branding ; public sector branding ; e-governance ; employer brand |
| Group: | Bournemouth University Business School |
| ID Code: | 35762 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 13 Jul 2021 07:41 |
| Last Modified: | 14 Mar 2022 14:28 |
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