DOI: 10.32702/2306-6814.2019.5.134
УДК: 352
Д. В. Балашов
ПЕРЕДУМОВИ ЕФЕКТИВНОГО ВПРОВАДЖЕННЯ БРЕНДУ МІСТА В УКРАЇНІ: ДЕРЖАВНО-УПРАВЛІНСЬКИЙ АСПЕКТ
Анотація
У статті визначено передумови ефективного впровадження бренду міста з боку органів місцевого самоврядування, що для України є особливо актуальним у зв'язку з інтенсифікацією конкуренції між містами. Закцентовано на тому, що на сьогоднішній день в Україні впровадження бренду міста є неефективним без участі та зацікавленості органів місцевого самоврядування, їхньої взаємодії з групами зацікавлених сторін, наявності спеціальних структурних одиниць в їхній організаційній структурі, а також без співставності запропонованого бренду міста стратегії розвитку міста. Підкреслюється важливість взаємодії органів місцевого самоврядування особливо з територіальною громадою. Запропоновано визначення бренду міста з урахуванням його особливостей з точки зору публічного управління, у якому підкреслено, що він є інструментом підвищення конкурентоспроможності міста.
Ключові слова: бренд міста; брендинг міста; міський брендинг; бренд території; брендинг територій; органи місцевого самоврядування; органи місцевої влади; конкурентоспроможність міста.
Література
1. Пашкова Г. Брендинг регіону в контексті нової парадигми регіонального розвитку / Г. Пашкова // Державне управління та місцеве самоврядування. Збірник наукових праць. — 2012. — Вип. 2 (13). — [Електронний ресурс]. — Режим доступу: http://www.dbuapa.dp.ua/vidavnictvo/2012/2012_02(13)/12pggprr.pdf
2. Ashworth G.J. Should we brand places? / G.J. Ashworth // Journal of Town and City Management. — 2011. — vol. 1 (3). — Р. 248—252.
3. Balashov D. Formation and development factors of city brand / D. Balashov // Public Policy and Economic Development. — 2016. — vol. 9 (13). — Р. 121—130.
4. Kavaratzis M. From city marketing to city branding: Towards a theoretical framework for developing city brands / M. Kavaratzis. — 2004. — vol. 1. — Р. 58—73.
5. Kavaratzis M. From city marketing to city branding. An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens / M. Kavaratzis // Ph.D. Thesis. — Groningen: University of Groningen. — 2008.
6. Kocaoglu M. Impact of municipalities on branding process of cities: example of Kirsehir municipality / M. Kocaoglu // European Journal of Social Sciences Education and Research. — 2014. — vol. 1 (2). — Р. 154—158.
7. Middleton A.C. City Branding and Inward Investment / A.C. Middleton // part of Dinnie, K. City Branding. — London: Palgrave Macmillan, 2011. — Р. 15—26.
8. Nickerson N. Branding a State from Features to Positioning: Making it Simple? / N. Nickerson, R. Moisey // Journal of Vacation Marketing. — 1999. — vol. 5 (3). — Р. 217—226.
9. Raszkowski A. City brand in relation to local development / A. Raszkowski // Nauki Spoleczne/Social Sciences. — 2012. — vol. 1. — Р. 139—149.
10. Trueman M. Managing the Complexity of City Brands and Regeneration / M. Trueman, N. Cornelius // Working Paper Series. — 2006. — No. 06/13.
D. Balashov
PREREQUISITES OF EFFECTIVE IMPLEMENTATION OF THE CITY BRAND IN UKRAINE: STATE-ADMINISTRATIVE ASPECT
Summary
For today, local authorities in Ukraine need to pay more attention to the processes of forming, implementing and managing the city's brand, because by using city brand, it is possible to increase the level of competitiveness that in conditions of increasing competition between cities is important for the social and economic well-being of the city and the local community.
Application of development strategies and branding in various European cities contributed to the promotion and professionalization of city branding. However, the definition of the city's brand needs to be clarified, because its formation is carried out under political and administrative influence, therefore the indication of the role of the municipality in the definition is necessary. In our opinion, city brand — is a tool for increasing the competitiveness of the city, the processes of formation, implementation and management of which are carried out by a separate structural unit in the organizational structure of the local authority, are regulated by the relevant legal acts and are systematically reviewed in accordance to the strategic goals and objectives of the city development. One of the ultimate goals of the city's brand is to increase living standards and satisfaction needs of the local community as well as various stakeholder groups.
The prerequisites of effective implementation of the city brand in Ukraine are:
1. The interest and motivation of local authorities in forming and implementing the city brand. Forming, managing and control over the processes of building a city brand are within the competence of the local authorities, which perform the function of public authority and the implementation of the city development strategy. Motivation for local authorities may be different. It depends on the strategic priorities of the city's development: the desire to improve the reputation of the city, increase the influence on voters, unite the residents around the city's problems, etc. However, in any case, the main goal is the economic growth and financial independence of the city, which can be achieved by management decisions on tourism development, investment attraction, infrastructure development, introduction of innovative technologies, modern technologies of education, and so on.
2. Interaction of local authorities with representatives of the territorial community (local citizens), taking into account their interests and needs in the formation and implementation of the brand of the city. If we consider branding of the city as a tool for increasing the city's competitiveness and attractiveness among different stakeholder groups, the following main groups of stakeholders are: the local community (local citizens); municipality (including key persons in making managerial decisions); external and internal tourists; investors, business entities and public-private partnerships; potential users of educational services.
3. Compliance of the city brand with the strategic directions of city development of the current mayor and his team. The image and vision of a city mayor as the chief administrator and his team may differ from the point of view of the previous authorities, therefore, when the measure is changed, there is a partial or complete reorientation of the focus of the city's development policy. The effectiveness of implementing a city brand is reduced if the current government uses an outdated concept or concept that is significantly different from their vision.
4. The presence in the local government of a special profile unit for the effective management of the city's brand and control of all stages of its formation and implementation. The working group on city branding should include a professional in city branding sphere. To prevent the avoidance of responsibility for the ineffective management of the city's brand in the local government, it is necessary to create a structural and functional unit that is interrelated with the planning and development departments, whose authority includes the regulation of the processes for the implementation of the city brand.
Keywords: city brand; city branding; place brand; place branding; local authorities; local authority; local authority perspective; city competitiveness.
References
1. Pashkova, H. (2012), "Brendynh rehionu v konteksti novoi paradyhmy rehional'noho rozvytku", Derzhavne upravlinnia ta mistseve samovriaduvannia. Zbirnyk naukovykh prats', vol. 2 (13), available at: http://www.dbuapa.dp.ua/vidavnictvo/2012/2012_02(13)/12pggprr.pdf
2. Ashworth, G.J. (2011), "Should we brand places?", Journal of Town and City Management, vol. 1 (3), pp. 248—252.
3. Balashov, D. (2016), "Formation and development factors of city brand", Public Policy and Economic Development, vol. 9 (13), pp. 121—130.
4. Kavaratzis, M. (2004), "From city marketing to city branding: Towards a theoretical framework for developing city", Journal of Place Branding, vol. 1, pp. 58—73.
5. Kavaratzis, M. (2008), "From city marketing to city branding. An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens", Ph.D. Thesis, University of Groningen, Groningen, The Netherlands.
6. Kocaoglu, M. (2014), "Impact of municipalities on branding process of cities: example of Kirsehir municipality", European Journal of Social Sciences Education and Research, vol. 1 (2), pp. 154—158.
7. Middleton, A.C. (2011), "City Branding and Inward Investment", part of Dinnie, K. City Branding, Palgrave Macmillan, London, pp. 15—26.
8. Nickerson, N. and Moisey, R. (1999), "Branding a State from Features to Positioning: Making it Simple?", Journal of Vacation Marketing, vol. 5 (3), pp. 217—226.
9. Raszkowski, A. (2012), "City brand in relation to local development", Nauki Spoleczne/Social Sciences, vol. 1, pp. 139—149.
10. Trueman, M. and Cornelius, N. (2006), "Managing the Complexity of City Brands and Regeneration", Working Paper Series, Working Paper No. 06/13.
№ 5 2019, стор. 134 - 137
Рубрика: Державне управління
Дата публікації: 2019-03-19
Кількість переглядів: 1170
