Brand, branding şi dezvoltare strategică. Amsterdam, model pentru Bucureşti
Brand, Branding and Strategic Development. Amsterdam, Model for Bucharest

Summary/Abstract: The new approach of urban marketing in Amsterdam is a possible point of reference in the attempt of throughoutly understanding the efficiency and effectiveness of marketing as part of urban marketing and in creating a bridge between the theory and the concrete application of this type of marketing. This study presents, from a synthetic – descriptive perspective, the key elements of the urban marketing campaign applied in the Dutch capital and assesses the vectors that generated its success. It assesses the quantitative and qualitative effects that had as main consequences the increase of the familiarity and of the preferences of the target – groups( tourists, investors and residents) for Amsterdam, the increase of the number of visitors and of investments as well as the increase of the position Amsterdam ranks in the relevant international classification by comparison with its most important competitors. In the second part of the study, the strategy applied in the Dutch capital has served as point of reference for the identification of possible options for the marketing strategy in Bucharest that leads to the strategic development of Romania’s capital.

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