Increasing the competitiveness of a destination through branding strategies

This book aimed to identify strategic options for increasing the competitiveness of countries/cities, particularly through the use of specific branding instruments.Therefore, we proposed a complex and interdisciplinary approach.

 

The theoretical approach aimed to identify the basic and appropriate concepts in terms of national and urban brand and branding. The pragmatic approach has considered studying successful experiences of different countries and cities around the world in creating branding strategies and studying the experience of Romania in the field, in order to make recommendations.