Abstract

In the realm of local government, private sector practices that once seemed taboo such as branding are increasingly employed within public administration. This study utilizes surveys and interviews from city managers and communication officials across Florida to investigate how branding is strategically used at the municipal level. Supported with three city case vignettes, we find that multiple elements in cities are branded to achieve public initiatives, including improving internal municipal perception among residents and that branding can provide value in collaborating with internal and external entities for regional promotion. We conclude our study with eight propositions developed from our empirical study to guide future comparative studies of branding in cities.

摘要

在地方政府领域，曾经被视为禁忌的私营部门做法，例如品牌建设，越来越多地在公共行政部门中采用。本研究利用佛罗里达州城市经理和通讯官员的调查和访谈来调查如何在市政层面战略性地使用品牌。在三个城市案例小插曲的支持下，我们发现城市中的多个元素被品牌化以实现公共举措，包括提高居民对城市的内部认知，以及品牌化可以为与内部和外部实体合作进行区域推广提供价值。我们通过实证研究得出的八个命题来结束我们的研究，以指导未来对城市品牌的比较研究。