Компаративисткий анализ брендинга городов: волгоград и Базель

Abstract

The purpose of the article is to compare the experience of application of city-marketing concepts and strategic planning in Volgograd (Russia) and Basel (Switzerland). Based on the analysis, the authors come to the conclusion that two cities, different at first glance, went through a similar path of development of logics and models of strategic planning, integrating the means of territorial marketing, city-branding and strategic management at the local level. This comparison was carried out thanks to the research of two authors on strategic management in the public sector, based on the Master Program PMP (Public Management and Policy), created in 2008 by the Swiss Public Administration Network (SPAN). Comparison of two realities can be an interesting model for research on public administration and public management, in connection with giving greater importance to the features of the federal state. In this connection, in 2016, contacts were established with the Higher School of Economics (master programs in state and municipal management). We believe that this article can offer interesting topics for future research, no doubt, considering that comparisons and analysis between local governments of local importance in Western Europe and local governments in the Russian Federation on strategic planning and management are rare.