THE BRANDING POTENTIAL OF BUCHAREST. STRATEGY AND SUCCESS FACTORS

Ruxandra Popescu

Theoretical and Empirical Researches in Urban Management, 2009, vol. 4, issue 4(13), 177-193

Abstract: Bucharest is still looking for its identity. Reported in the national brand – that is still in an incipient phase, it can play two roles: whether as ingredient for the country brand, the capital becoming an element included on the list of values promoted at national level, or as a landmark, for defining and subsequently for improving the country brand. The unexploited potential must be capitalized in the future by using urban branding and marketing steps adapted to the local specificity.

Keywords: brand; city; urban image; branding strategy; strategic vision. (search for similar items in EconPapers)
JEL-codes: R33 (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:terumm:v:4:y:2009:i:13:p:177-193

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