ABSTRACT
In this book, we have gone into the rise of branding and the use of branding in governance processes. Branding is now everywhere in our daily life as we observed. The large majority of private products are sold and marketed with the aid of branding, and established brands have a huge economic value (Kotler et al. 1999). We have argued that, although the expansion of brands and branding in governance is far less than in the private sector, there is significant growth here. In the political sphere, marketing has increased rapidly, and especially in western countries most political campaigns use branding activities to promote political leaders and political programs. There has also been a significant increase in place branding all over the world; and we are seeing the first attempts to use branding as a strategy for managing perceptions in complex governance processes.
