Territorial Branding and the Authentic Rural Communities of Romania: Case Study—Țara Beiușului (The Land of Beiuş, Romania)
Territorial Branding and the Authentic Rural Communities of Romania: Case Study—Țara Beiușului (The Land of Beiuş, Romania)

Summary/Abstract: The present study highlights the valences of territorial branding, or indeed those of place branding,as an instrument for increasing the attraction of authentic rural spaces by highlighting the identity,the traditions and the local specificity, reinterpreted as original local development resources.The theoretical argumentation of territorial branding as a “smart” territorial management tool is exemplified by applying these concepts to the Land of Beiuş, a representative Romanian geographical-historic area, an old land, strongly coagulated, with a powerful territorial identity, which, nonetheless, is dealing nowadays with severe socio-economic difficulties. The study results consist of an actual territorial branding model, conceived so as to express the identity and originality of the local heritage, a model applicable to any type of territory with a strong territorial identity,such as the other Romanian “land-type (Țară)” areas.

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