||About the Author||Jasper Eshuis is assistant professor at the Department of Public Administration at Erasmus University Rotterdam. Next to his research on public marketing and public branding, he conducts research on co-production in governance
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,...
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