COMPARATIVE ANALYSIS OF HISTORIC CITY BRANDING IN ROMANIA. CASE STUDY: BAIA MARE, ALBA IULIA AND SIBIU

Ruxandra Popescu, Laura Mina-Raiu (), Roxana Briscariu (), Mihaela COMÃNESCU () and Ovidiu-Iulian Bunea ()
Additional contact information
Laura Mina-Raiu: Administration and Public Management Faculty, Bucharest University of Economic Studies
Roxana Briscariu: Administration and Public Management Faculty, Bucharest University of Economic Studies
Mihaela COMÃNESCU: Administration and Public Management Faculty, Bucharest University of Economic Studies
Ovidiu-Iulian Bunea: Management Faculty, Bucharest University of Economic Studies

Proceedings of Administration and Public Management International Conference, 2017, vol. 13, issue 1, 145-161

Abstract: The image that a city manages to create through its brand can be a major asset in the competitive struggle to attract investment, resources and tourists. Building a city brand is an extremely complex activity that requires expertise in a wide variety of fields: culture, sociology, management, psychology, economy, etc. This study focuses on analysing the tools used to create a city brand for the following historic cities: Baia Mare, Alba Iulia and Sibiu. Also, the accommodation structures, their capacity, the number of arrivals and overnight stays were analyzed and the entire tourist infrastructure has been analyzed in its dynamics, using the databases provided by the National Institute of Statistics. The results were synthesized in numerous tables in order to facilitate a comparative analysis.The last part of the study includes a series of viable recommendations based on the brand elements identified for the cities undergoing this analysis, which could represent some important means for capitalizing on the strategic potential of creating a city brand in Romania, in order for the Romanian historical cities to cope with the competition of other European historic cities.

Keywords: urban brand; urban strategy; Romanian city brand; brand analysis. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.confcamp.ase.ro/2017/doc/S3/15Popescu_ ... _Comanescu_Bunea.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rom:compca:v:13:y:2017:i:1:p:145-161

Access Statistics for this article

Proceedings of Administration and Public Management International Conference is currently edited by Popescu Irina Ruxandra

More articles in Proceedings of Administration and Public Management International Conference from Research Centre in Public Administration and Public Services, Bucharest, Romania Contact information at EDIRC.
Bibliographic data for series maintained by Popescu Irina Ruxandra ().