BRANDING STRATEGIES IN PUBLIC INSTITUTIONS. A THEORETICAL SYSTEMATIZATION ORIENTED TOWARDS A SCIENTIFIC STUDY.

Abstract

The following article addresses the relevance of branding in public institutions, emphasizing its application to strengthen both identity and positive user perception. It discusses how social marketing and traditional branding strategies are integrated into the public sphere, allowing institutions to improve communication, positioning, thus addressing the needs of the community. This study contributes to the theoretical understanding and strategic planning of the use of marketing, in this case specifically branding (brand management) of public institutions, promoting its effectiveness and sustainability in the fulfilment of its fundamental objectives. It is developed from the qualitative approach and integrated as a methodological strategy the documentary analysis of written texts for a theoretical-conceptual identification and explanation.