CREATING AND PROMOTING THE REGIONAL BRAND
CREATING AND PROMOTING THE REGIONAL BRAND

Summary/Abstract: The concept of branding applied to countries and regions began to be used in the mid 1990s in order to support the geographical areas in their fierce competition in the competitive environment.In this age of "super-brands", there is nothing unusual in considering a city, a country or a region as a successful brand. We are facing today the most communicative society of all times. Countries and cities are competing for attracting tourists, investments, talents and credibility. Customers have a very wide range of places to choose from, each with attractive messages and extremely credible messages.Brands facilitate the process of choice to people. For this reason, it is preferable that a region should be run as a commercial "brand" in order tostrenthen its identity and the perceived value within a market dominated by an increasingly fierce competition. Cities and regions form a unique mixture of dynamism and growth, modernism and innovation, infrastructure and technology, attractiveness and quality. They represent the engines of cultural and economic development – powerful centres that store valuable resources, but also innovation.

• Details
• Contents