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

http://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

http://eprints.bournemouth.ac.uk/35762/

Source: Manual

Preferred by: Aravind Reghunathan

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.

http://eprints.bournemouth.ac.uk/35762/

Source: BURO EPrints