“…Further, there is cause to question whether theories and models from the private sector can be directly transferred to a public context. While similarities exist between the two sectors, for example, the perceived usefulness of marketing and branding (Gromark & Melin, 2013;Wright et al, 2012), differences are also evident (Leijerholt, Chapleo et al, 2019;Waeraas, 2008;Waeraas & Solbakk, 2009). For example, previous studies have highlighted the need to reconsider some core brand strategies (Leijerholt, Chapleo et al, 2019) and the role of consistency in identity structures (Waeraas, 2008;Waeraas & Solbakk, 2009).…”