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Sibiu Between European Capital Of Culture And Brexit: City Brand Perspective On Citizens

Author

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  • Gabriela Virginia Popescu

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

Abstract

City branding represents a particular category of coomercial branding, aiming at attracting resources to the citie in a way that ensures the the wellbeing of the citizen. Sibiu has embraced the EU cultural challenge and transformed European Capital of Culture (ECoC) into a success city brand by culture strategy, certainly improving the liveability of the city. Ten years later, Sibiu, as a small-medium sized cultural city with strongly proved European valences might be facing a similar challang. Its reaction is totally different. This paper sheds the lighs of the city on the citizens, as stakeholders, publics or cunsumer of the city, revealing a possible explanation of this different behaviour of Sibiu. The research is based on in-depth interviews conducted in the summer of 2016, aiming at identifying the atitudes, opinions and reactions to BREXIT. The main conclusion is that the interviewed persons favourably reacted to the city development by culture as an expression of history, identity, personal achievement, while politics is the attribute of just some part of the city. The interviewed persons oscilated very much between the European feeling and the traditional paradigm of less important country in the EU or in the geopolitical context.

Suggested Citation

  • Gabriela Virginia Popescu, 2017. "Sibiu Between European Capital Of Culture And Brexit: City Brand Perspective On Citizens," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(3), pages 1-16, august.
    • Handle: RePEc:scm:ecofrm:v:6:y:2017:i:3:p:16
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    File URL: http://ecoforumjournal.ro/index.php/eco/article/view/642/413
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    References listed on IDEAS

    as
    1. Juan Carlos Belloso, 2011. "The City Branding of Barcelona: A Success Story," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 118-123, Palgrave Macmillan.
    2. Richards, Greg & Rotariu, Ilie, 2011. "Ten years of cultural development in Sibiu: The European cultural capital and beyond," MPRA Paper 31167, University Library of Munich, Germany, revised May 2011.
    3. Rotariu Ilie, 2007. "Communication Might Boost The European Cultural Capital Program - Case Study Sibiu 2007," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(9), pages 1-19.
    4. Richards Greg & Rotariu Ilie, 2011. "Sibiu - The European Cultural Capital and Beyond," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1807-1811, May.
    Full references (including those not matched with items on IDEAS)

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