Jasper Eshuis is assistant professor at the Department of Public Administration at Erasmus University Rotterdam. Next to his research on public marketing and public branding, he conducts research on co-production in governance processes, especially in the field of spatial development and urban regeneration. He has published in journals such as Administration and Society and the Journal of Environmental Policy and Planning. Erik Hans Klijn is professor at the Department of Public Administration at Erasmus University Rotterdam and visiting professor at the School of Government and Society at the University of Birmingham. His research and teaching activities focus on complex decision-making and management in networks, institutional design and Public Private Partnerships mainly in the area of infrastructure and urban restructuring. He published extensively in international journals like JPART, Administration and Society, Public Administration, PAR, and PMR.

• 1. The Rise of Branding in Governance Processes 2. The Many Faces of Branding: Definitions, Functions, and Forms 3. Branding to Influence Perceptions about Policy Problems and Solutions 4. Branding to Activate, Motivate, and Bind Stakeholders in Governance Processes 5. Brands and the Media: Communicating With the Outside World 6. Branding as Governance Strategy 7. Risks and Limits of Branding 8. Brands and Governance: Towards Interactive Forms of Branding