Transilvania University of Brasov: Brand Ambassador of Brasov

Abstract

Nowadays the process of branding has extended and it can be applied to cities and universities. In this regard, a university, along with other cultural institutions, such as museums, can contribute to building the city brand. The purpose of this paper is to promote Transilvania University of Brasov in correlation with the History Museum, integrating into the city brand this institutions, that will become in this regard, brand ambassadors of Brasov. In this way, considering theoretical aspects about cultural, city and university branding, firstly the paper presents an analysis of the current way of communication between Transilvania University of Brasov and the History Museum. Further, taking into consideration the results we propose a model of an integrated promotion campaign in which we emphasize and provide examples of tactics and strategies that the university and the museum should use, in order to send a unitary message about the city, and become brand ambassadors of the city.