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Abstract: The new approach of urban marketing in Amsterdam is a possible point of reference in the attempt of throughoutly understanding the efficiency and effectiveness of marketing as part of urban marketing and in creating a bridge between the theory and the concrete application of this type of marketing. This study presents, from a synthetic - descriptive perspective, the key elements of the urban marketing campaign applied in the Dutch capital and assesses the vectors that generated its success. It assesses the quantitative and qualitative effects that had as main consequences the increase of the familiarity and of the preferences of the target - groups( tourists, investors and residents) for Amsterdam, the increase of the number of visitors and of investments as well as the increase of the position Amsterdam ranks in the relevant international classification by comparison with its most important competitors. In the second part of the study, the strategy applied in the Dutch capital has served as point of reference for the identification of possible options for the marketing strategy in Bucharest that leads to the strategic development of Romania's capital.
Keywords: brand, city brand, brand strategies, tourism, advertising campaigns, strategic development
1. Preliminary aspects regarding the brand and branding
Few words about brand and branding...
"A brand incorporates an entire set of physical and socio-psychological attributions and faiths associated with a product" (Simoes&Dibb, 2001). It means more than the modulation of its precision: it means the creation of associations. "A brand is a product or a service realized distinctively by positioning it from the competition, its personality containing a unique combination of functional characteristics and symbolic values" (Hankinson & Cowking, 1993). So, the branding is a deliberate process of selection and corroboration of these qualities, because they can provide an added value to the basic product or service.
"A successful brand represents a product, a service, a person or a place traceable in a way in which the buyer or user finds relevant through the unique added value which best fits with his needs. Moreover, its success results from its capacity to sustain the added value against the competition" (Chernatony & Dall'Olmo, 1998).
De Chermatony and Dall'Olmo (1998) identify twelve perspectives upon the brand definition from the profile literature....