The Public Relations Events in Promoting Brand Identity of the City

Abstract

The events are essential in the power generation of brands and in managing experience for target audience. In a global society in which "differentiate yourself" and "be unique" means everything, brands are in their moment of glory. The purpose of this paper is to show how public relations help in defining brands sense, specifically brand of the city: Iaşi. For this we have chosen to study public relations event FIE (International Festival of Education) held in Iasi, in 14-23 June 2013. The research problem is to determine the modalities and level that this festival helps to promote brand identity of Iaşi and determine the loyalty of participants. The research methodology included documentary research and quantitative research show that managing the experience of the citizens in relation with culture, the city was memorable and created strong "anchors" that are associated with positive elements