TOURISM BRAND - THE PREMISE OF A POSITIVE IMAGE FOR A TOURIST DESTINATION. STUDY CASE: ROMANIA

As to any destination, the main goal of tourism is economic growth and sustainable competitive development, setting itself a creative identity that accurately reflects promised experience and the ability of destination delivery. Creating a destination brand seems an apparently easy project that appears as a mere name, as an important symbol of a destination, in fact, being a reflection and a vital source to identify a destination's character and strategy. The competitiveness of brand identity is essential for the competitiveness of global destination on the tourism map at world level. This paper aims at highlighting the theoretical aspects regarding destination brand; the research methodology used in creating Romania's tourism brand, determining the key elements when ranking it, identifying the key elements of differentiation and achievement of visual identity and of brand slogan.