Politicians and public managers utilize branding to communicate
with the public as well as to position themselves within the
ever-present media now so central to political and administrative
life. They must further contend with stakeholders holding
contradictory opinions about the nature of a problem, the desirable
solutions, and the values at stake. Branding is used as a strategy
to manage perceptions, motivate stakeholders, communicate clear
messages in the media, and position policies and projects. Brands
have a unique ability to simplify such messages and motivate
different actors to invest their energy in governance
processes.
Public administration scholars so far have however paid little
attention to branding. This book provides a systematic analysis of
branding as phenomenon in governance. It deals with the nature of
public branding, its relation to existing theories in public
administration, the way branding is used as a managerial strategy
in governance processes, and the risks and limitations of branding.
Branding in Public Governance and Management highlights the growing
importance of public banding as a public management strategy to
influence political events, decision-making processes and outcomes
in governance processes.
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