Place branding: a challenging process for Romania

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Issue: Volume 3, Issue 2, 2009

In a world of globalization, the marketing of places has grown in importance as countries, regions and individual destinations such as cities compete with one another to attract investment and visitors. With Romania becoming a European Union country since 2007, marketing itself as a country with identity and personality is of crucial importance when considering competition. In order to compete effectively, it is essential to identify the critical success factors and ensure these are incorporated into one’s strategic planning. Place and destination marketing indicate that image and identity play an important role in differentiating between similar alternatives. This paper is focussing on action undertaken so far by both Romania and Bucharest, presenting experts opinion and comments on results, assessing the stage and situation as it is at present.

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