Government brand: from the political campaign to the government office.

Abstract

The problem of time in the Public Administration is described, a limited resource to seek the positioning of the objectives of a government brand. Government marketing is a better tool than propaganda in democratic contexts, since it favors competitiveness instead of indoctrination. A key to creating a good government image lies in the definition of a government marketing narrative and brief, which can be used as a strategic tool by the new government's social communication office.