VIENNA`S BRANDING STATEGY. GOOD PRACTICES FOR BUCHAREST`S STRATEGIC DEVELOPMENT

The study presents the key elements of the branding strategy applied by Vienna and the main target markets and the quantitative and qualitative effects, with an emphasis on the target group consisting of Romanian tourists, which is a priority market for the city. In the second part of the study, the strategy applied in the Austrian capital has served as a model to identify possible options for Bucharest’s marketing strategy leading to the strategic development of the Romanian capital.