Facultatea de Ştiinţe Economice / Faculty of Economic Sciences

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Subject: search.filters.subject.branding

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    BRANDING OF TOURISM DESTINATION IN PROMOTION OF TOURISM SERVICES
    (CEP USM, 2022) Trifonova, Larisa; Favia, Francesco
    The promotion of tourism services is currently experiencing the highest degree of evolution due to the widespread use in this process of digital technologies and classical methods of promoting services in the field of tourism. Despite this, modern tourism services need new approaches to promotion both on the national and foreign markets in the face of growing competition. The development of tourist destinations is impossible without the active promotion of their tourist product. The relevance of branding tourist destinations is also due to the negative consequences of the Covid-19 pandemic, in the context of which there have been significant changes in the tourism industry. Under these conditions, the creation of a sustainable brand of a tourist destination will minimize future and existing risks caused by internal and external environmental factors. An analysis of the modern experience of branding world tourist destinations shows with all confidence that this is an effective tool that can be multilaterally developed through the use of various applied tools. Among the most promising are the creation of a recognizable logo, slogan, the formation of the image and image of the destination, and many others. The main marketing task in this case is to create an integrated approach to branding a tourist destination that combines the entire range of effective promotion tools, as well as taking into account the system of relationships between them. Creating a brand is an important stage in the development of a marketing strategy for the development of a tourist destination.
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    PROMOTION OF THE BRAND POLICY OF THE ECONOMIC ENTITY CONSIDERING ITS ECONOMIC-FINANCIAL SITUATION
    (CEP USM, 2022) Bulat, Veronica; Gogu, Emilia
    Studying the brand policy of any entity is a primary step in the development of the activity, the more the brand becomes known, the more the number of consumers increases. The brand policy implemented by any company aims to make the brand recognizable among customers, based on the availability of financial resources. The purpose of this article resides in the research of the brand policy implemented by Magdalena Woodbag products, based on the economic-financial situation of the BM Public company. The results of this paper, expressed graphically, schematically, and tabularly, constitute a case study of a brand policy, the legal aspect of their implementation, the role and importance, as well as strategic aspects regarding their use, taking into account the economic-financial situation of the company. The conclusions of the study are aimed at designing a brand policy that could be used by the entity to increase brand awareness.
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    ROLUL NOTORIETĂȚII BRANDULUI ÎN POLITICA DE PROMOVARE A ENTITĂȚII ECONOMICE
    (CEP USM, 2020) Bulat, Veronica
    O companie de succes este considerată compania care creează o marcă de produse de succes, mărci care relaționează cu consumatorul și construiește valoare pe termen lung. Pentru a dezvolta mărci de succes, este nevoie ca organizația să includă în procesul de planificare strategică subiectul de marcă. Și doar atunci putem vorbi despre prezența unei politici de marcă la nivel de întreprindere și despre relații pe care marca le evoluează cu ajutorul activițăților de marketing în cadrul organizației. Prezenta lucrare conține percețiile teoretice din domeniul brandigului, importanța acestuia din perspectiva consumatorilor și producătorilor, precum și aspectele de măsurare a notorietății acestuia.