Comunicarea şi brandingul pe internet - De la utilizare pasivă la participare activă

Abstract

Communication, and especially digital, electronic communication, is nowadays seen as a new ideology, and it got to cover our whole lives, from economic transactions to public branding. The spectacular evolution of the Internet from a common, simple way to send and exchange messages to the main communication tool strongly influenced the way brands are created and communicated, as well as the way that the overall branding activity is structured and carried out, from creation, communication and advertising, to the final impact evaluation. City branding is one of the major fields of brand management where local administrations started and continue to use concepts as online branding and online communication. This is because the objectives due to be achieved through the city branding, such as tourism or investments, are measurable and the competition is growing fast.