PRIORITY VALUE CHARACTERISTICS OF THE GOVERNOR’S PERSONAL BRAND (on the example of the Smolensk Region)

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Abstract


The contemporary model of social development presupposes a high level of public confi-dence to state institutions, which determines the need to address categories of reputation and brand. Power as a value implies a high level of recognition, acceptance and identification (“my power”, “our power”). The article presents the results of the sociological study of the personal brand of the Smolensk Region governor (in December 2016); the author’s definition of the personal brand of the governor based on his image and representing a specific aspect of reputation, its most significant and stable features; the value characteristics of real and ideal (desired) personal brand of the governor; key features that determine the strength of the brand - integrity, distinctiveness and significance. The author comes to the conclusion about the predominantly positive real personal brand of the governor of the Smolensk Region despite its low degree of uniqueness and mosaic nature, which indicates ineffective steps of the government to form a personal brand of the governor. The desired personal brand of the governor, though more pronounced than the real one, also does not possess integrity or uniqueness. The significance, or identity of the governor’s brand, in the perception of the population is high enough in terms of its content, but its ‘directions’ (positive/negative) differ. The relatively high level of identity of the personal brand of the governor to some extent compensates the weakness of its distinctiveness and integrity for they are not important for the population.


N N Rozanova

Principal contact for editorial correspondence.
rozznina@yandex.ru
Smolensk State University Przhevalskogo St., 4, Smolensk, 214000, Russia

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