THE BRANDING POTENTIAL OF BUCHAREST STRATEGY AND SUCCESS FACTORS

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 defi...

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Bibliographic Details
Published inTheoretical and Empirical Researches in Urban Management Vol. 4; no. 4 (13); pp. 177 - 193
Main Author POPESCU, Ruxandra Irina
Format Journal Article
LanguageEnglish
Published Bucharest Research Center in Public Administration and Public Services Academy of Economic Studies 01.11.2009
Academia de Studii Economice Bucuresti
Research Centre in Public Administration & Public Services
Subjects
Brand identity
Brand image
Branding
Brands
Capital cities
Capital investments
Cities
Intellectual capital
Marketing
Quality
Success
Sustainable cities
Tourism
Romania
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ISSN2065-3913
2065-3921

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Summary: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.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
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ISSN:2065-3913
2065-3921