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Branding of Government Services: Benefits and Challenges

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  • Aravind Reghunathan

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.

Suggested Citation

  • Aravind Reghunathan, 2021. "Branding of Government Services: Benefits and Challenges," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 232-235, July.
    • Handle: RePEc:sae:iimkoz:v:10:y:2021:i:2:p:232-235
    DOI: 10.1177/22779752211017600
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    References listed on IDEAS

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