As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and
organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold
within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices.
In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She
examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has
serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign
focused exclusively on image.
