Place Branding through Phases of the Image: Balancing Image by S. Zavattaro PDF

By S. Zavattaro

As areas face elevated pageant for human and capital assets, public managers flip towards corporate-like governance suggestions and branding practices to form locations and enterprises. in spite of the fact that, for greater or worse, those companies start to resemble hugely aggressive, private-sector public kin and advertising organisations. position branding is taking carry inside of many organisations, together with urban governments, but only a few students take a public management procedure whilst exploring the reasons and results of branding practices.

In position Branding via levels of the picture, Zavattaro explains how urban promotional ideas can take where of company governance buildings via levels of the picture. She examines how urban govt entities are venture position branding practices, with the conclusion that depending an excessive amount of on photo instead of a stability among photo and substance has critical implications for democratic, collaborative governance. This publication creates a conceivable framework that at the same time serves as a cautionary story for development a promotional crusade concentrated solely on image.

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Place Branding through Phases of the Image: Balancing Image and Substance by S. Zavattaro


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