Branding of Government Services: Benefits and Challenges

نویسندگان

چکیده

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 benefits current practices in governance. A coherent strategy assists departments formulation and delivery by having clarity purpose consistency communication. The citizen various ways from streamlined execution strategy. also identifies challenges grow governance sphere.

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ژورنال

عنوان ژورنال: IIM Kozhikode Society & Management Review

سال: 2021

ISSN: ['2277-9752', '2321-029X']

DOI: https://doi.org/10.1177/22779752211017600