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.
1. The Rise of Branding in Governance Processes 2. The Many Faces of Branding: Definitions, Functions, and Forms 3. Branding to Influence Perceptions about Policy Problems and Solutions 4. Branding to Activate, Motivate, and Bind Stakeholders in Governance Processes 5. Brands and the Media: Communicating With the Outside World 6. Branding as Governance Strategy 7. Risks and Limits of Branding 8. Brands and Governance: Towards Interactive Forms of Branding