THE IDENTITY / IMAGE OF THE BRANCUSI BRAND

Adriana Girniceanu and Mirela Mazilu
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Adriana Girniceanu: UNIVERSITY OF CRAIOVA
Mirela Mazilu: UNIVERSITY OF CRAIOVA

Annals - Economy Series, 2021, vol. 1, 218-228

Abstract: In the contemporary society characterized by dynamism, in the perspective of the globalization of social life in which rapid changes have generated a spectacular evolution of tourism marketing, it is necessary for each people or nation to look to the future intuiting what changes must make, what changes must bring the current situation in fact, not only to survive, but to prosper. Having an economic purpose, brands are an integral part of our visual culture. Any tourist destination, in the case of this work being the tourist destination of the city of Tg-Jiu, is increasingly determined to build a unique and competitive identity in the mind of the tourist consumer. Brand identity and brand image are necessary ingredients for a successful destination brand (Qu et al., 2010, p. 2). The article aims to reproduce the importance of the Brancusi brand, as a well-defined image and identity in the Gorj city, trying after the analysis and questionnaire applied in conducting research on the three tourist information centers in the area to draw with other specialists in branding and branding an image of the Brâncuși brand that cannot be built only on images transmitted externally but also needs to incorporate the direct experience supported by infrastructure, projects, events, initiatives for the aggressive promotion of the Brâncuși sculptural ensemble in parallel with the development of the place in order to build an original, sustainable image of the brand under investigation.

Keywords: touristic destination; brand image; regional tourist brand; destination marketing. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2021:v:1:p:218-228

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