The Process of Settlement Branding. Case Studies on City Branding in Transylvania



The study presents the project cycle man-agement and the known branding processes in order to create a feasible and detailed plan for settlement branding aiming to create a guide-line for brand makers. The second part of the study focuses on the critical parts of settlement branding in Transylvania, the evaluation of com-petition, targeting, defnition of brand values as perceived by the internal and external target groups by schema-based authentication and ste-reotypes. The presented cases of municipalities in Transylvania have a practical approach and provide a guideline for brand builders by defn-ing local values, making the community aware of them and promoting them in order to reach the targeted unique advertising position.


ity branding, regional brand-ing, settlement branding, geographical location branding, communication, branding process, positioning, target groups, auto-stereotypes, het-ero-stereotypes.

Full Text:



  • There are currently no refbacks.
Creative Commons License
Transylvanian Review of Administrative Sciences by TRAS is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at

Online ISSN: 2247-8310 | Print ISSN: 1842-2845 |  © AMP

The opinions expressed in the texts published are the author’s own and do not necessarily express the views of TRAS editors. The authors assume all responsibility for the ideas expressed in the materials published.