Rolul Strategiei De Brand În Promovarea Şi Dezvoltarea Oraşelor
Essay by people • December 10, 2011 • Essay • 570 Words (3 Pages) • 2,290 Views
Essay Preview: Rolul Strategiei De Brand În Promovarea Şi Dezvoltarea Oraşelor
Ruxandra Irina POPESCU
Abstract
A powerful brand manages to attract quality
residents, tourists, investors and worldwide
events. The reputation of a city must be built
on positive, attractive, unique, sustainable and
relevant qualities for various kinds of people. A
brand strategy can determine the most realistic
and competitive strategic vision for a city and
maybe, can also, ensure that the one vision is
sustained and enriched by every investment and
communication between the city and the rest of
the world. It is necessary that everyone involved
in the creation of the brand demonstrates and
communicates the same idea of the brand in order
not to confuse people. For the same reason, this
process has to be treated at the highest level of
local authority and to have the mayor's support.
The communication sustained by a city can
regard the exported products, self-promotion in the
field of commerce, tourism and investments, the
internal and external policies behavior, the way it
promotes its culture and protects the environment,
as well as the way it competes with other cities
when it comes to sport and local events. If well
conceived and implemented, a brand strategy
can make an important difference on the local
trust generated, as well as upon the external
performance of the city.Conceptul de branding aplicat ţărilor, oraşelor şi regiunilor a început să fie utilizat
la mijlocul anilor '90 cu scopul de a susţine aceste zone geografice în competiţia lor
acerbă din mediul concurenţial. În această eră a "super-brandurilor" nu este nimic
neobişnuit în a considera un oraş, o ţară sau o regiune ca fiind un brand de succes.
Ne confruntăm astăzi cu cea mai comunicativă societate a tuturor timpurilor. Ţările
şi oraşele se află în competiţie pentru atragerea turiştilor, investiţiilor, talentelor şi
credibilităţii. Clienţii au la dispoziţie o paletă foarte largă de locuri din care pot alege,
fiecare cu mesaje atractive şi cu promisiuni extrem de credibile.
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