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Bukovina - A Romanian Brand Taking Shape


  • Micu Adrian

    (“Dunãrea de Jos” University of Galaþi)

  • Susanu Irina

    (“Dunãrea de Jos” University of Galaþi)

  • Cristache Nicoleta

    (“Dunãrea de Jos” University of Galaþi)


Tourism brand is an important part in promoting a destination, which aims for a central area distinguished from other destinations with similar profile. The distinction is often performed through the concept of singularity, creating the perception in the mind of the tourist, a market perception that often that a better product does not exist. In the present context, most brands facilitate "pre-sell" of a product / service. The brand name becomes a guarantor of this quality without the need for further guidance. The region of Bukovina is tourist destination renowned both nationally and internationally, but has poor visibility on the international market. This is largely due to the lack of a rigorous regional brand.

Suggested Citation

  • Micu Adrian & Susanu Irina & Cristache Nicoleta, 2011. "Bukovina - A Romanian Brand Taking Shape," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 770-777, May.
  • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:770-777

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    More about this item


    Bukovina; regional brand; tourist destination; SWOT; marketing strategies.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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