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From Local To Global With City Branding

Author

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  • Gabriela Virginia Popescu

    (National University of Political Studies and Public Administration,, Bucharest, Romania)

Abstract

Brand strategies are becoming more and more common to all of us, irrespective of the field we carry our day to day activities: trade, politics, sports, art, education, fashion, everything is branded. This paper proposes an analysis of city branding process as a response to the local versus global debate, highlighting the city branding status in Romania, from the European perspective, as a first step, and further as an opportunity of accessing global community. In reaching this point, the paper provides a broader examination of city branding process, focusing on few successful city branding stories. The paper uses the experience of other Central Eastern European cities with which Romania shares the same (at a certain degree) political, social and economic background, to notice the similarities or differences between the cities of Romania and other countries’ strategies. Second data analysis will offer supplementary information about the effectiveness of city brand strategies. According to our research findings, the city brand is still in its early stages in Romania. Key words: city brand, globalization, local, Romania JEL Classification: M30, O18

Suggested Citation

  • Gabriela Virginia Popescu, 2017. "From Local To Global With City Branding," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-27, January.
    • Handle: RePEc:scm:ecofrm:v:6:y:2017:i:1:p:27
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    File URL: http://ecoforumjournal.ro/index.php/eco/article/view/515/351
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    References listed on IDEAS

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    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
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    Cited by:

    1. Ahmadreza Shirvani Dastgerdi & Giuseppe De Luca, 2019. "Joining Historic Cities to the Global World: Feasibility or Fantasy?," Sustainability, MDPI, vol. 11(9), pages 1-14, May.

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    More about this item

    Keywords

    city brand; globalization; local; Romania;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure

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