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Branding Urban al oraselor inteligente

Author

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  • Teodor Emanuel PETREANU

    (Academia de Studii Economice)

Abstract

La fel ca o companie prestigioasa, un(o) oras(regiune) faimos(a) isi vinde mai bine produsele, recruteaza elite, atrage investitori si vizitatori, in general joaca un rol important in afaceri. In consecinta, acest oras (regiune) este mai bogat(a) si ofera o mai buna calitate a vietii. Ca si in cazul companiilor, orasele (regiunile) care au un brand pozitiv si puternic isi valorifica mai bine produsele si serviciile, intrucat brandul adauga valoare acestora. Un brand de oras presupune o asociere a locului cu o imagine clara, cu putine cuvinte care sa produca acel declin mental pozitiv ce valorifica tot ceea ce este legat de acel loc. Este un proces care face posibila promovarea orasului atat pentru noii utilizatori, cat si pentru cei vechi. Presupune asocierea de istorie, valori, imagini, sentimente unui oras. Un branding urban de succes trebuie neaparat sa fie insotit -de preferinta chiar precedat- de actiuni concrete la nivelul administratiei, de o viziune pe termen mediu si lung, de o strategie de dezvoltare a infrastructurii culturale, turistice si de transport, de o strategie de dezvoltare durabila si, in general, de vointa politica. In prezentare voi aborda studii de caz si voi schita o strategie de branding.

Suggested Citation

  • Teodor Emanuel PETREANU, 2014. "Branding Urban al oraselor inteligente," Smart Cities International Conference (SCIC) Proceedings, Smart-EDU Hub, Faculty of Public Administration, National University of Political Studies & Public Administration, vol. 2, pages 89-102, November.
  • Handle: RePEc:pop:procee:v:2:y:2014:p:89-102
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    More about this item

    Keywords

    Branding Urban; orașelor inteligente; calitate a vieții; strategie de dezvoltare durabilă;
    All these keywords.

    JEL classification:

    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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