IDEAS home Printed from
   My bibliography  Save this article

Branding cities as educational centres. The role of higher education institutions


  • Alina Irina POPESCU

    (Academy of Economic Studies, Bucharest)


Intensified globalisation has lead to increased competition among cities for wealth, talent, visitors, investment and others. In this quest, cities become marketable products and were applied branding strategies. After a theoretical review of the concepts of place marketing and city branding, this article studies the contribution of education in general, and of higher education, in particular, to the city branding strategies. A conceptual framework is proposed to analyse the congruence of city and university branding strategies and to investigate the role higher education plays in city branding strategies. The research method of case studies provides a big picture of the links university-city and brings to the attention different branding experiences from city and university levels.

Suggested Citation

  • Alina Irina POPESCU, 2012. "Branding cities as educational centres. The role of higher education institutions," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:3:n:8

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Razvan-Andrei CORBOS & Ruxandra-Irina POPESCU, 2012. "Prado Museum - Successful Model For Raising Competitiveness In The Romanian Cultural Organizations In The Context Of Urban Development," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 341-351, November.
    2. Rãzvan-Andrei CORBOª & Ruxandra-Irina POPESCU, 2012. "Study regarding the National Museum of Art of Romania Visitors` Perception on Improving Its Competitiveness," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2012(19), pages 62-84, December.
    3. Hartanto Yuwo & John B. Ford & Mustika Sufiati Purwanegara, 2013. "Customer-Based Brand Equity For A Tourism Destination (Cbbetd): The Specific Case Of Bandung City, Indonesia," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).
    4. repec:eco:journ3:2017-05-2 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:3:n:8. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.