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Spatial coordinates in building the brand image of regional metropolises: the case of Iaşi municipality
[journal article]
Abstract The article explores the spatial dimensions of the brand image building of the
cities / regional metropolises, with an application on Iaşi as a study case. The starting point
is represented by the results of the researches in FP7 project EuroBroadMap. Visions of
the Europe in the World, which sho... view more
The article explores the spatial dimensions of the brand image building of the
cities / regional metropolises, with an application on Iaşi as a study case. The starting point
is represented by the results of the researches in FP7 project EuroBroadMap. Visions of
the Europe in the World, which shows that the city of Iaşi has an unfavorable position
among the preferences of the Romanian student’s questioned, which raises some
questions about its role as a regional metropolis. In order to improve its position, the city
could appeal to the territorial marketing strategies. In this direction, using the results of
some field surveys, the article studies the opportunities for structuring a brand image
depending on the spatial structure of the symbolic characteristics of Iaşi.... view less
Keywords
Romania; urban development; large city; image; marketing; post-socialist country
Classification
Area Development Planning, Regional Research
Free Keywords
regional city; territorial marketing; city lovemark
Document language
English
Publication Year
2010
Page/Pages
p. 3-13
Journal
Journal of Urban and Regional Analysis, 2 (2010) 1
ISSN
2067-4082
Status
Published Version; peer reviewed