Abstract
In the private sector branding is a crucial strategy to present and sell products, creating consumer loyalty by adding associations, and attaching feelings and emotions to products. In the public sphere brands are also being used more frequently, e.g. to change perceptions on problems, to attract actors to policy solutions, and to communicate policies, products and places to a wider public. Brands in the public sphere are created and implemented in a network of actors that communicate, co-produce and maintain the brand. In that way branding is very similar to most governance processes that take place in networks. But brands are also very different from most governance processes in the sense that they rely much more on visual images and influencing through emotions. This chapter discusses the importance of branding as governance strategy, and, specifically, focuses on the crucial role citizens can play in co-producing and communicating effective brands.
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Klijn, EH., Stevens, V. (2021). The Importance of Co-production in Branding as Governance Strategy. In: Loeffler, E., Bovaird, T. (eds) The Palgrave Handbook of Co-Production of Public Services and Outcomes. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-53705-0_8
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