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Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City

Received: 10 August 2013     Published: 30 September 2013
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Abstract

The George Enescu International Festival and Competition – appreciated all across Europe – will be in 2013 at its 21st edition. The Festival has been inaugurated on September 4th 1958, but it was only in the last decade that it has really become an impressive display of culture: in 2009, there were 175 events, in which no less than 1800 foreign artists and 1300 local artists took part. The participants included 13 symphonic orchestras from Europe, 14 from other continents, 19 smaller groups, 6 choirs, 47 soloists. Organising such an event has been a massive challenge for the local administration of Bucharest. The present paper traces the impact of organising the Enescu Festival, the largest event in Romanian cultural life, and the echoes it has on the branding of Bucharest, taking into account its visual concept, the infrastructure used and its impact on classic and new media.

Published in International Journal of Economics, Finance and Management Sciences (Volume 1, Issue 5)
DOI 10.11648/j.ijefm.20130105.15
Page(s) 241-246
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2013. Published by Science Publishing Group

Keywords

Branding Strategy, City Branding, City Promotion

References
[1] Alexe, F. (2011). Case Study: Bucharest City Brand. Between the American and the European models. Râmnicu Vâlcea: Raport în cadrul Conferinței Doctorale - „Provocări actuale în știința economică".
[2] Cophignon, A. (2006). Georges Enesco. Paris: Fayard.
[3] Deffner, A., & Metaxas, T. (2010). Place marketing, local identity and branding cultural images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus. In Ashworth, G.J. &
[4] Gavoty, B. (2005). Amintirile lui George Enescu. Bucuresti: Curtea Veche Publishing.
[5] Kavaratzis, M. (eds), Towards Effective Place Brand Management (pg. 49-69). Northampton: Edward Elgar Publishing.
[6] Keuchel, S. & Wiesand, A.J. (eds.) (2006). Das 1. Jugend-KulturBarometer: Zwischen Eminem und Picasso, Bonn: Arcult Media.
[7] Moilanen, T., & Rainisto, S. (2009). How to Brand, Nations, Cities and Destinations - A Planning Book for Place Branding. New York: Palgrave Macmillan.
[8] Pratt, A. (1997). The cultural industries production system: a case study of employment change in Britain 1984-91. Environment and Planning, 29 (11), 53-74.
[9] Gyr, U. (December, 2010). The History of Tourism: Structures on the Path to Modernity, European History Online, from http://www.ieg-ego.eu/gyru-2010-en, retrieved on 28th of June 2013.
[10] Hewett, I. (2009). How music can restore a nation’s pride. The Telegraph, September 3rd 2009. Retrieved at:
[11] http://www.telegraph.co.uk/culture/music/classicalmusic/6130306/How-music-can-restore-a-nations-pride.html, retrieved on 28th of June 2013.
[12] Directia Regionala de Statistica a Municipiului Bucuresti, Anuarul Municipiului Bucuresti, 2009, from http://www.bucuresti.insse.ro/cmsbuc/rw/pages/index.ro.do, retrieved on 28th of June 2013.
[13] European Statistical System Network on Culture, 2012 Final report, from http://ec.europa.eu/culture/our-policy-development/documents/ess-net-report-oct2012.pdf, retrieved on 28th of June 2013.
[14] European Commission. Green Paper. Unlocking the potential of cultural and creative industries (2010). from http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=COM:2010:0183:FIN:EN:PDF, retrieved on 28th of June 2013.
[15] European Commission. Tourism Statistics, from http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tourism_statistics, retrieved on 28th of June 2013.
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    Florin-Alexandru ALEXE, Ana-Claudia ŢAPARDEL. (2013). Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City. International Journal of Economics, Finance and Management Sciences, 1(5), 241-246. https://doi.org/10.11648/j.ijefm.20130105.15

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    ACS Style

    Florin-Alexandru ALEXE; Ana-Claudia ŢAPARDEL. Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City. Int. J. Econ. Finance Manag. Sci. 2013, 1(5), 241-246. doi: 10.11648/j.ijefm.20130105.15

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    AMA Style

    Florin-Alexandru ALEXE, Ana-Claudia ŢAPARDEL. Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City. Int J Econ Finance Manag Sci. 2013;1(5):241-246. doi: 10.11648/j.ijefm.20130105.15

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  • @article{10.11648/j.ijefm.20130105.15,
      author = {Florin-Alexandru ALEXE and Ana-Claudia ŢAPARDEL},
      title = {Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City},
      journal = {International Journal of Economics, Finance and Management Sciences},
      volume = {1},
      number = {5},
      pages = {241-246},
      doi = {10.11648/j.ijefm.20130105.15},
      url = {https://doi.org/10.11648/j.ijefm.20130105.15},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20130105.15},
      abstract = {The George Enescu International Festival and Competition – appreciated all across Europe – will be in 2013 at its 21st edition. The Festival has been inaugurated on September 4th 1958, but it was only in the last decade that it has really become an impressive display of culture: in 2009, there were 175 events, in which no less than 1800 foreign artists and 1300 local artists took part. The participants included 13 symphonic orchestras from Europe, 14 from other continents, 19 smaller groups, 6 choirs, 47 soloists. Organising such an event has been a massive challenge for the local administration of Bucharest. The present paper traces the impact of organising the Enescu Festival, the largest event in Romanian cultural life, and the echoes it has on the branding of Bucharest, taking into account its visual concept, the infrastructure used and its impact on classic and new media.},
     year = {2013}
    }
    

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Author Information
  • Bucharest Academy of Economic Studies No. 6, Pia?a Roman?, Bucharest, 010374, Romania

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