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Strategic Options In The Construction Of The Bucharest Brand Through The Application Analysis Of The Measuring Instruments For The Urban Brands

Author

Listed:
  • Ruxandra Irina Popescu

    (Academy of Economic Studies, Bucharest, Romania)

  • Răzvan-Andrei Corboş

    (Academy of Economic Studies, Bucharest, Romania)

Abstract

The reality demonstrates that, in the present context, the competition between the cities is harsh, amplified by the economic and politic effects of the globalization. The cities are fighting to attract investments, influence, businesses, tourists, residents. One of the challenges of the urban management in its efforts to grow the performance is linked around the construction of the urban brand as a solution in the process of the cities’ development. This construction implies the validity, credibility, simplicity, attractiveness and distinctiveness of the city’s image. The answer of the researchers to the need of a critical effective instrument in this area was the creation of the Urban Brand Index. Through these measuring instruments, the actors implied in the administration of the cities can easily understand the perception of the visitors, investors, costumers and future residents upon the image of the city, to identify and apply some pro-active measures to stimulate and improvement of the existing opportunities that have as main result the development of the city. In this study are presented three of these instruments - The City Brands Index, The European Barometer of City Brands and The Global Cities Index - and the way in which these can contribute to the actions for constructing a powerful urban brand of Bucharest, is analyzed.

Suggested Citation

  • Ruxandra Irina Popescu & Răzvan-Andrei Corboş, 2010. "Strategic Options In The Construction Of The Bucharest Brand Through The Application Analysis Of The Measuring Instruments For The Urban Brands," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 10(1), pages 267-278.
  • Handle: RePEc:pet:annals:v:10:y:2010:i:1:p:267-278
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    Cited by:

    1. repec:rom:campco:v:7:y:2011:i:1:p:193-204 is not listed on IDEAS
    2. 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.
    3. 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.
    4. Andreea Zamfir & Razvan-Andrei Corbos, 2015. "Towards Sustainable Tourism Development in Urban Areas: Case Study on Bucharest as Tourist Destination," Sustainability, MDPI, vol. 7(9), pages 1-14, September.
    5. 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.

    More about this item

    Keywords

    city brand; marketing strategies; tourism; ways of measuring the brand;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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