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Views from the Center

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Pallet of USAID crates and boxes. Photo by Ellie Van Houtte/USAID

The Case Against Branding Development Aid in Fragile States

While donor countries have poured significant resources into branding aid—emblazing a donor’s flag or aid agency logo on everything from food aid to bridges—the benefits of branding are iffy at best and counterproductive at worst. Studies of its impact tend to pay little attention to how branding affects the relationship between recipient governments and their publics, but evidence shows that it can have corrosive systemic impacts.