TRANSYLVANIA INTERNATIONAL FILM FESTIVAL – ANALYZING HOW A FILM FESTIVAL BECOMES THE BRAND OF A CITY
TRANSYLVANIA INTERNATIONAL FILM FESTIVAL – ANALYZING HOW A FILM FESTIVAL BECOMES THE BRAND OF A CITY

Summary/Abstract: This work analyses through the Transylvania International Film Festival (TIFF) model, the concept of cultural brand and its effectiveness as an instrument created to promote a new dimension of the term brand but also as a device created to encourage the development of a cultural event, like a film festival. The hypothesis of this study is that in the modern context, Transylvania International Film Festival is a successful cultural brand of Cluj-Napoca city. Qualitative research is based on analyzing news documents about the festival, but we also applied some questionnaires to consumers of cultural events in Cluj-Napoca.

• Details
• Contents