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.

中文翻译：

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政府服务品牌化：优势与挑战

直到最近，品牌管理还被认为是商业组织独有的功能。然而，一些国家的经验表明，品牌塑造也可以成为管理政府服务的有效工具。本文讨论了当前品牌管理实践的好处。连贯的品牌战略通过明确的目的和沟通的一致性来帮助部门制定和提供服务。公民以各种方式从战略的简化执行中受益。本文还确定了品牌管理在治理领域发展所面临的挑战。