MERI-Journal of Management & IT

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Branding of Public Policy for Enhanced Efficacy: With Special Reference to RSBY


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1 MERI, India
     

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Branding of public policy is a challenging task in a country with diversified culture like India.RecentlyOne can witness a major change in Government Public policy initiatives in terms of branding as now most of them have a unique logo, name and even a brand ambassador. Where a citizen/consumer is looking at these initiatives in terms of brand as promise rather than brand as differentiation. Hence there is a need to investigate this further. This paper evaluates various branding strategies the public organizations can use to match their policy products with citizens need , building their trust, generating positive attitude&finally to create public connect with special reference to governments health insurance policy Rashtriya Swasthya Bima Yojana( RSBY) launched in April,2008.

Keywords

Branding, Consumer Trust, Rashtriya Swasthya Bima Yojana(RSBY) Public Policy.
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  • Anker,T.B.Kappel,K.Eadie,D.,& Sandoe,P.(forthcoming),Fuzzy Promises-Explicative definitions of Brand Promise Delivery, Marketing Theory.

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  • Branding of Public Policy for Enhanced Efficacy: With Special Reference to RSBY

Abstract Views: 327  |  PDF Views: 4

Authors

Deepshikha Kalra
MERI, India

Abstract


Branding of public policy is a challenging task in a country with diversified culture like India.RecentlyOne can witness a major change in Government Public policy initiatives in terms of branding as now most of them have a unique logo, name and even a brand ambassador. Where a citizen/consumer is looking at these initiatives in terms of brand as promise rather than brand as differentiation. Hence there is a need to investigate this further. This paper evaluates various branding strategies the public organizations can use to match their policy products with citizens need , building their trust, generating positive attitude&finally to create public connect with special reference to governments health insurance policy Rashtriya Swasthya Bima Yojana( RSBY) launched in April,2008.

Keywords


Branding, Consumer Trust, Rashtriya Swasthya Bima Yojana(RSBY) Public Policy.

References