| dc.description.abstract | In today’s business world, the ability to stand out from others is vital and it is only created and maintained to serve as a representation of a brand product, services and reputation within an a organization. This paper explores how government brand image through effective communication strategies enhances service delivery with a focus on County governments in Kenya. Good brand image transforms an organization into a customer - oriented and professionally acceptable. This study seeks to investigate the intricate dynamics between these three factors (Government brand image, effective communication strategies and service delivery) and understand their impact on citizen satisfaction and public perception of the county governments. The rationale of this study is that there is a positive government brand image and effective policies in fostering citizen satisfaction have gained attention in public administration and policy-making. However, counties have not realized the meaning and practice of creating brand images for their institutions. This paper therefore explores means and ways in which the county governments could increase their brand image enhancement possibly through creation of brand image, developing strong brand identity, creating an engaging website, using marketing strategies, getting feedback from customers, and improving its concrete image among others. The specific objectives of the study are to determine how the public perceive the government based on the existing brand image of County governments; assesses the role of digital media and social platform in County governments on their brand image; evaluated the current communication channels in Counties, and examine the influence of citizen engagement and participation in the County governments. This study will use mixed methods approach. Data will be analyzed descriptively, findings discussed and recommendations made. | en_US |
