Resumen

PAZ, Sergio. The City Brand and Democratization of Public Management. Revista Venezolana de Gerencia [online]. 2008, vol.13, n.42, pp.183-197. ISSN 1315-9984.

This article presents achievements in the use of a management tool that, while it increases competitiveness, also offers a privileged opportunity for getting the citizenry to collaborate with the democratizing of local public administration. Based on a documentary analysis of sources linked to urban marketing and its development of the city brand, an overview was defined whose central purpose was to analyze three fundamental moments in city brand evolution: creation, development and management, with a concern for opening channels to incorporate citizens in these moments. Finally, based on this theoretical analysis, conclusions are that the city brand is an innovative way to strengthen democratic governance by promoting the city.

Palabras clave : Public administration; city brand; citizen participation; democratization.