%0 Journal Article
%T THE BRANDING POTENTIAL OF BUCHAREST. STRATEGY AND SUCCESS FACTORS
%A Ruxandra Irina POPESCU
%J Theoretical and Empirical Researches in Urban Management
%D 2009
%I Research Centre in Public Administration and Public Services, Academy of Economic Studies
%X Bucharest is still looking for its identity. Reported in the national brand ¨C that is still in an incipient phase, it can play two roles: whether as ingredient for the country brand, the capital becoming an element included on the list of values promoted at national level, or as a landmark, for defining and subsequently for improving the country brand. The unexploited potential must be capitalized in the future by using urban branding and marketing steps adapted to the local specificity.
%K Brand
%K city
%K urban image
%K branding strategy
%K strategic vision
%U http://um.ase.ro/No13/12.pdf