More Than a Logo: Branding Viewpoints from City Managers Leading to Testable Propositions

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.