Marketing techniques in the image management of the municipal government in new media

The article examines the feasibility of using marketing techniques in the positioning of the municipal government in the new media. The use of the new media to promote the political image is an urgent and almost unexplored topic at the municipal level. The main problems are the lack of experience of reputational campaigns in the new media, misunderstanding of the role of the electoral new channels of communication, and perception of the political brands as objects, not obeying the laws of marketing.