More Than a Logo: Branding Viewpoints from City Managers Leading to Testable Propositions. Issue 6 (2nd November 2021)

• Record Type: Journal Article
• Authors: Thomas, M. Blair; Fay, Daniel L.; Berry, Frances S.
• Is Part Of: Public performance & management review. Volume 44:Issue 6(2021)
• Page Start: 1395
• Page End: 1421
• Publication Date: 2021-11-02
• Subjects: Branding -- local government -- marketing -- strategic management -- strategic planning; Civil service -- Labor productivity -- Periodicals; Civil service -- Labor productivity -- United States -- Periodicals; Government productivity -- Periodicals; Government productivity -- United States -- Periodicals; Public administration -- Periodicals; Public administration -- United States -- Periodicals; Civil service -- Labor productivity; Government productivity; Public administration; United States; Periodicals; 351.05
• DOI: 10.1080/15309576.2021.1897634
• Languages: English
• ISSNs: 1530-9576

Abstract

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.