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Establishing Public Policy as a Brand with Special Reference to RSBY


Affiliations
1 Haryana School of Business, GJUS&T, Hisar, India
     

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Branding of public policy is a challenging task in a country with diversified culture like India. Recently one 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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  • Establishing Public Policy as a Brand with Special Reference to RSBY

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Authors

Deepshikha Kalra
Haryana School of Business, GJUS&T, Hisar, India
Vinod Kumar Bishnoi
Haryana School of Business, GJUS&T, Hisar, India

Abstract


Branding of public policy is a challenging task in a country with diversified culture like India. Recently one 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





DOI: https://doi.org/10.25089/%2FMERI%2F2018%2Fv11%2Fi2%2F173963