DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT
To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and desti...
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| Format: | Article |
| Language: | English |
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Transilvania University of Brasov Publishing House
2013-07-01
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| Series: | Bulletin of the Transilvania University of Braşov: Series VII: Social Sciences, Law |
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| Online Access: | http://webbut.unitbv.ro/Bulletin/Series%20VII/BULETIN%20VII%20PDF/03%20Briciu.pdf |
| Summary: | To highlight the principles used in the design and development of
a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand concept is regarded by positioning it in the category (the most general one) of place branding. |
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| ISSN: | 2066-7701 2066-7701 |