Abstract Brand strategies are becoming more and more common to all of us, irrespective of the field we carry our day to day activities: trade, politics, sports, art, education, fashion, everything is branded. This paper proposes an analysis of city branding process as a response to the local...

Our paper aims at highlighting the way two very different defining elements (concrete, buildings, vehicle traffic, urban landscape and music, lifestyle, feelings etc.) of a place melting together provide a contribution to a very early city branding strategy. We focus on the case of Bucharest...