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The Branding Potential Of Bucharest. Strategy And Success Factors

Author

Listed:
  • Ruxandra Irina POPESCU

    (Faculty of Management, Academy of Economic Studies Calea Serban Voda 22-24, Bucharest, Romania)

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.

Suggested Citation

  • Ruxandra Irina POPESCU, 2009. "The Branding Potential Of Bucharest. Strategy And Success Factors," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 4(4(13)), pages 177-193, November.
    • Handle: RePEc:rom:terumm:v:4:y:2009:i:13:p:177-193
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    File URL: https://um.ase.ro/no13/12.pdf
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    Citations

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

    1. Florina PÃŽNZARU, 2012. "From Conjunctural Urban Storytelling To City Branding: An Empirical Model For Bucharest," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 4(2), pages 33-44, June.
    2. Catalin-Ionut CIOBANU & Alexandru-Mihai BUGHEANU & Rares Constantin CIOBANU, 2015. "The Influence Of The Public Passenger Transport System On The Quality Of Urban Life. Study Case: Bucharest," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(1), pages 1087-1097, November.
    3. Albertina Paula Monteiro & Catarina Cepêda & Amélia Ferreira da Silva & Eduardo Leite & Élvio Camacho, 2021. "The role of accounting information in decision-making and companies’ sustainability development: the Portuguese accountants’ perspective," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 486-501, September.
    4. Monica-Daniela TESU (PASCULESCU), 2012. "Public Administration’S Management: Challenges And Possible Solutions," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 2(1), pages 53-62, March.
    5. repec:rom:campco:v:7:y:2011:i:1:p:193-204 is not listed on IDEAS
    6. Monica Daniela TESU (PASCULESCU), 2011. "Reforming The Public Administration Through E-Government: A Regional Approach," Proceedings of Administration and Public Management International Conference, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 7(1), pages 193-204, June.
    7. Ovidiu-Iulian BUNEA, 2018. "A Photograph Of The Urban Marketing Strategy Structure Of The Bucharest Municipality," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 565-573, November.

    More about this item

    Keywords

    brand; city; urban image; branding strategy; strategic vision.;
    All these keywords.

    JEL classification:

    • R33 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location - - - Nonagricultural and Nonresidential Real Estate Markets

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