Desirable Traits of the City Brand Personality in the Opinion of Managers for the Promotion of the City Government in Poland 1

摘要

The main aim of this article is to identify the desired features of the brand personality of the city as well as to capture the differences between the cities in terms of the desired personality. To achieve these objectives the J. Aaker's brand personality scale was used and extended. In addition the results of previous studies aimed at adapting the concept of brand personality to the idea of city branding were discussed and verified. The study was based on a survey conducted on a sample of small and medium-sized cities in Poland. Conclusions from the research might be useful in the development of a tool for comparing or testing the efficiency of branding activities of municipal governments.