{"title":"AN INVESTIGATION OF SMALL CITIES AND TOWNS BRANDING PRACTICE: A SURVEY OF CITY ADMINISTRATION HEADS","authors":"P. Makarov, M. Sokolova, A. Illarionov","doi":"10.17323/1999-5431-2023-0-1-66-88","DOIUrl":null,"url":null,"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.","PeriodicalId":43338,"journal":{"name":"Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues","volume":null,"pages":null},"PeriodicalIF":0.2000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Voprosy Gosudarstvennogo i Munitsipalnogo Upravleniya-Public Administration Issues","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17323/1999-5431-2023-0-1-66-88","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"PUBLIC ADMINISTRATION","Score":null,"Total":0}
引用次数: 0
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.
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.