Spatial coordinates in building the brand image of regional metropolises: the case of Iaşi municipality

Groza, Octavian; Coudroy de Lille, Lydia; Ppaftală-Ciubotăriţa, Mădălina

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%T Spatial coordinates in building the brand image of regional metropolises: the case of Iaşi municipality
%A Groza, Octavian
%A Coudroy de Lille, Lydia
%A Ppaftală-Ciubotăriţa, Mădălina
%J Journal of Urban and Regional Analysis
%N 1
%P 3-13
%V 2
%D 2010
%K regional city; territorial marketing; city lovemark
%@ 2067-4082
%X 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.
%C ROU
%G en
%9 Zeitschriftenartikel
%W GESIS - http://www.gesis.org
%~ SSOAR - http://www.ssoar.info