Over the past thirty years, the New Public Management (NPM) has been the dominant approach in the public sector. Leveraging the idea that citizens are customers of the administration, the NPM imports management principles and techniques from the private sector in order to improve the performance of public organizations. After a short description of the main problems associated with the implementation of market orientation in the public sector, this article examines corporate brand orientation as an interesting alternative to market orientation in the public context. Corporate brand orientation provides a holistic and balanced perspective on an organization that is able to enhance and take advantage of the distinctive characteristics of public organizations. More in detail, the article highlights the opportunities related to the creation of strong public corporate brands. Then, it discusses the potential challenges of introducing corporate branding activities in public organizations.
Keywords: Corporate communication - corporate brand - public sector