Branding a Border City: the Territorial Marketing Strategy of the City of Oradea
Branding a Border City: the Territorial Marketing Strategy of the City of Oradea

Summary/Abstract: Nowadays, city branding is a useful tool for public diplomacy, since it can help the local actors in their striving to establish contacts with different categories of citizens. At the same time, it contributes to the creation of long-term relationships with communities and business people, inside and outside the region, and to the identification of the competitive advantages that might ensure the success of the city, in a process whereby it attempts to create and communicate its image and attributes.This paper aims to demonstrate that the city of Oradea is an example of good practice in the field of both territorial marketing and strategic management, demonstrating leadership capacity and the presence of a substance of the place and of the critical mass that are needed for shaping a referable identity at national, regional and international level.

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