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Branding of Government Services: Benefits and Challenges.

Reghunathan, A., 2021. Branding of Government Services: Benefits and Challenges. IIM Kozhikode Society & Management Review, 10 (2), 232-235.

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Accepted_Branding of Government Services.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1177/22779752211017600


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
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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