Branding in Governance and Public Management

<p>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.</p><p>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. <em>Branding in Public Governance and Management</em> highlights the growing importance of public banding as a public management strategy to influence political events decision-making processes and outcomes in governance processes.</p>