AN INVESTIGATION OF SMALL CITIES AND TOWNS BRANDING PRACTICE: A SURVEY OF CITY ADMINISTRATION HEADS

IF 0.2 Q4 PUBLIC ADMINISTRATION

Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues Pub Date : 2023-01-01 DOI:10.17323/1999-5431-2023-0-1-66-88

P. Makarov, M. Sokolova, A. Illarionov

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Abstract

This paper aims to study the practice of city branding in small cities and towns, and to identify the characteristics of this process through an expert survey of the heads of city administrations. For this purpose, the expert survey was conducted among the heads of small cities and towns and their deputies in charge of city development issues. The sample consisted of one representative from 33 small cities and towns in Russia. The survey used a questionnaire characterizing city branding objectives, stakeholders involved, decision-making, brand promotion measures, resources and effects. The questionnaire was developed based on the analysis of scientific and practical literature on city branding. As a result, it was revealed that, with some exceptions, branding practice in the studied cities is weakly related to the objectives of city development and has a short-term orientation. The administrations have a tendency to solve branding problems relying solely on their own resources, which leads to city branding resource constraints. These findings contribute to the city branding research by providing data on the implementation of branding practices in small cities and towns. The results also expand the practice of using municipal officials’ expertise in the city branding studies by attracting expert officials to analyse the management practice of city branding process.

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小城镇品牌化实践调查——对城市行政首长的调查

本文旨在研究小城镇的城市品牌化实践，并通过对城市行政首长的专家调查来确定这一过程的特征。为此目的，在小城市和乡镇的负责人及其负责城市发展问题的代表中进行了专家调查。该样本由来自俄罗斯33个小城镇的一名代表组成。该调查使用了一份问卷，描述了城市品牌目标、参与的利益相关者、决策、品牌推广措施、资源和效果。该问卷是在对城市品牌化相关的科学和实用文献进行分析的基础上编制的。结果表明，除了一些例外，在所研究的城市中，品牌实践与城市发展目标的相关性较弱，具有短期导向。行政部门倾向于单纯依靠自身资源解决品牌问题，这导致了城市品牌资源的制约。这些发现通过提供小城镇品牌实践实施的数据，有助于城市品牌研究。结果还通过吸引专家官员分析城市品牌化过程的管理实践，扩大了在城市品牌化研究中使用市政官员专业知识的实践。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues PUBLIC ADMINISTRATION-

CiteScore

1.10

自引率

33.30%

发文量

期刊介绍： PUBLIC ADMINISTRATION ISSUES is a scientific peer-reviewed journal published by the National Research University High School of Economics (NRU HSE).The journal is published quarterly in Russian, and contains original articles by Russian and foreign authors. In addition, a special English language issue containing original articles by Russian and foreign authors has been published since 2014. The editorial board consists of leading Russian and foreign scientists in the field of public administration as well as prominent practitioners. The journal is indexed in the international databases: Scopus, RePEc, EBSCOand the Russian Science Citation Index (RSCI) on the platform of Web of Science. In addition, the journal is on the list of key peer-reviewed scientific journals and publications that the Higher Certification (Attestation) Commission in the RF Education Ministry recommends for publishing the main scientific results of theses for PhD and doctoral degrees in Economics, Sociology and Law. The journal focuses on the following subject areas: − Current theories of public administration. − Theoretical fundamentals of economic and social policy − Factors and Assessment of efficiency in public and municipal administration. − Innovations in the system of public and municipal administration. − Planning and forecasting in the system of public and municipal administration. − Staff of the state and municipal service. Management of personnel in public and municipal bodies and in organizations of the public sectors. − Financial, logistical and information resources of the state and municipalities. − Public service. − Functional features of public sector organizations. − Partnership of the state and municipalities with nongovernmental nonprofit organizations. Economic and administrative challenges facing “third sector.” - Development of education programs on public administration.