Rolul instrumentelor de măsurare a brandurilor urbane în fundamentarea acţiunilor strategice de promovare a oraşelor
The Role of Urban Brand Measuring Tools in Grounding the Strategic Actions for Promoting Cities

Summary/Abstract: Through the instruments of measuring the urban brands, the political leaders and business men can easily understand the perception of the visitors, investors, costumers and future residents upon the image of the city, for taking pro-active measures, of improvement and stimulating the existing opportunities. In this study, there are presented three of the instruments: City Brands Index, European Barometer of City Brands and the Global Cities Index. So: - City Brands Index is the only analytic classification of the urban brands realized at global level. It uses a set of instruments that assist the cities in the development, implementation and evaluation of own brands, offering global and local perspectives needed for the urban progress and the business, commerce and tourism success. - The European Barometer of City Brands is and instrument used to compare the strengths of the European cities, considering that the competition between them intensified. The barometer measures the force of the urban brands and evaluates the efficiency of branding in the exploitation process of the goods owned by the cities. Global Cities Index places the urban zones in a widened context, determined by globalization and best illustrates the international presence of every metropolitan area and the way it integrates in the planet’s mechanism of function.

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