政府服务品牌化:利益与挑战

Aravind Reghunathan
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引用次数: 3

摘要

直到最近,品牌管理还被认为是商业组织的专属功能。然而,一些国家的经验表明,品牌也可以成为管理政府服务的有效工具。本文讨论了当前治理中品牌实践的好处。一个连贯的品牌策略,有助各部门制订和提供服务,目的清晰,沟通一致。公民从战略的精简执行中以各种方式受益。本文还指出了品牌管理在治理领域发展所面临的挑战。
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Branding of Government Services: Benefits and Challenges
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.
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CiteScore
3.90
自引率
31.20%
发文量
25
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