Research On Government Behaviors Of City's Brand Building

With the rapid development of cities, a growing number of cities in China step on the road of brand building, and city government as the main manager of the city naturally has a leading role in the development of city's brand building. The legitimacy of a government is due to it's rights granted by the people , therefore, the starting point of the management of city should be the public interest, and the City brand has a clear public value, then the Government of the city should shape the brand from the public interest. However, in public choice theory, the governments also have their own interests. Base on that, the management of the Government of the city may deviate from the public interest because of the demand for their own interests. There is no exception when the Government of the city shaping the city brand, and that will produce different results. In which extent the value of brands could meet the demands of public interest depending upon the extent to regulate the Government behaviors.This article holds that the city brand is a public good, it's shaping is a process which participating by many parties, the Government plays the dominant role in this process which determining the ultimate value of the city brand. The process of shaping the city brand is mainly made up of three parts :the city brand positioning, brand choice, and brand development, of which the author divides the city brand into two types under the difference of their time and content: "ad-based" city brands and "enhance the competitiveness" city brand, the former is the city's external brand development, focusing on the publicity effects, the later is the development of the connotation of the city brand, focusing on the creation of competitive advantage.This paper use the "semi-economic man" hypothesis which more in line with the acts of our government, combining with the principal-agent theory, the visibility of public goods theory and so on, analyzing some problems which caused by government actions in the process of city brand shaping, reaching to some recommendations that optimizing the government's behaviors.