19 2 Public Sector Branding in Africa: Some Refections Olusegun Vincent and Olaniyi Evans Introduction Te application of branding has been extended beyond its private organ- isational context to public sector institutions (Leijerholt et al., 2018, 2019). Public sector branding aims to diferentiate public sector organ- isations and nations by ensuring sustainable and unique competitive advantages. It is possible to identify certain diferences between the pri- vate sector and public sector branding; a major diference is the domi- nance of economic objectives in private sector branding and marketing in contrast with public sector branding, which encompasses socio-economic and political objectives (Whelan et al., 2010). Public sector branding is also concerned with securing legitimacy and improving reputation (Sataøen & Wæraas, 2013). Governments may require organisations in the public sector to be more attentive to O. Vincent • O. Evans (*) School of Management & Social Sciences, Pan-Atlantic University, Lagos, Nigeria e-mail: ovincent@pau.edu.ng; oevans@pau.edu.ng © Te Author(s), under exclusive license to Springer Nature Switzerland AG 2022 O. Adeola et al. (eds.), Public Sector Marketing Communications Volume I, Palgrave Studies of Public Sector Management in Africa, https://doi.org/10.1007/978-3-031-07293-2_2