Institutional Branding and the Public Image of Municipal Governments: A Citizen Perception Analysis

Rosany Rojas de la Cruz A.; Balbina Mosqueira Rodríguez G.; Alva Morales J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.2079

Resumen

The research titled “Institutional Branding and the Public Image of Municipal Governments: A Citizen Perception Analysis” examines the relationship between institutional branding and public image from the perspective of citizens, within the framework of Sustainable Development Goal No. 8, which focuses on decent work and economic growth. The study was conducted using a quantitative approach, with a non-experimental design, applied type, and descriptive-correlational level. Data collection was carried out through a structured questionnaire consisting of 40 items, evenly distributed across the study variables and assessed using a five-point Likert scale. The sample was composed of municipal citizens selected through non-probabilistic sampling. The data obtained were analyzed using Spearman's correlation coefficient, which allowed for determining the degree of relationship between the variables. The results revealed a strong positive correlation between institutional branding and municipal public image, demonstrating that greater development of identity, communication, and positioning strategies significantly contributes to improving citizen perception. In this regard, the study confirms that strengthening branding directly impacts the construction of a solid and trustworthy institutional image. In conclusion, the study establishes that branding is a strategic factor in municipal management, as it decisively influences how citizens evaluate the institution. Therefore, it highlights the need to implement comprehensive and sustainable policies of communication, visual identity, and institutional positioning aimed at strengthening citizen trust, optimizing public management, and contributing to local economic development.

Instituciones: Universidad César Vallejo