Branding of Public Policy for Enhanced Efficacy: With Special Reference to RSBY

Branding of public policy is a challenging task in a country with diversified culture like India.RecentlyOne can witness a major change in Government Public policy initiatives in terms of branding as now most of them have a unique logo, name and even a brand ambassador. Where a citizen/consumer is looking at these initiatives in terms of brand as promise rather than brand as differentiation. Hence there is a need to investigate this further. This paper evaluates various branding strategies the public organizations can use to match their policy products with citizens need , building their trust, generating positive attitude&finally to create public connect with special reference to governments health insurance policy Rashtriya Swasthya Bima Yojana( RSBY) launched in April,2008.