Branding of Government Services: Benefits and Challenges
Authors: Reghunathan, A.
Journal: IIM Kozhikode Society and Management Review
Volume: 10
Issue: 2
Pages: 232-235
eISSN: 2321-029X
ISSN: 2277-9752
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.
https://eprints.bournemouth.ac.uk/35762/
Source: Scopus
Branding of Government Services: Benefits and Challenges
Authors: Reghunathan, A.
Journal: IIM KOZHIKODE SOCIETY & MANAGEMENT REVIEW
Volume: 10
Issue: 2
Pages: 232-235
eISSN: 2321-029X
ISSN: 2277-9752
DOI: 10.1177/22779752211017600
https://eprints.bournemouth.ac.uk/35762/
Source: Web of Science (Lite)
Branding of Government Services: Benefits and Challenges
Authors: Reghunathan, A.
Journal: IIM Kozhikode Society & Management Review
Volume: 10
Issue: 2
Pages: 232-235
Publisher: SAGE Publications
eISSN: 2321-029X
ISSN: 2277-9752
DOI: 10.1177/22779752211017600
https://eprints.bournemouth.ac.uk/35762/
Source: Manual
Branding of Government Services: Benefits and Challenges
Authors: Reghunathan, A.
Journal: IIM Kozhikode Society & Management Review
Volume: 10
Issue: 2
Pages: 232-235
ISSN: 2277-9752
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.
https://eprints.bournemouth.ac.uk/35762/
Source: BURO EPrints