THE BRANDING POTENTIAL OF BUCHAREST. STRATEGY AND SUCCESS FACTORS

Bucharest is still looking for its identity. Reported in the national brand – 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.