期刊名称：Theoretical and Empirical Researches in Urban Management
印刷版ISSN：2065-3913
电子版ISSN：2065-3921
出版年度：2009
卷号：4
期号：04
页码：177-193
出版社：Research Centre in Public Administration and Public Services, Academy of Economic Studies
摘要：Bucharest is still looking for its identity. Reported in the national brand – that is still in an incipient phase, it can play two roles: whether as ingredient for the country brand, the capital becoming an element included on the list of values promoted at national level, or as a landmark, for defining and subsequently for improving the country brand. The unexploited potential must be capitalized in the future by using urban branding and marketing steps adapted to the local specificity.
