Integrated Branding in the City of Brașov – Connections between Transilvania University of Brașov and other Institutions in the Same City

Abstract

This paper aims to discuss and analyze the idea of integrated branding in the city of Brașov. It looks at how Transilvania University of Brașov has created connections with various cultural institutions. Transilvania University of Brașov and the mentioned cultural institutions usually collaborate in rider to achieve a common goal, by forming partnerships or by promoting each other. In this regard, the paper presents the way integrated branding is used in the connection that is observed between institutions, as well as the understandings, along with effective communication that bring beneficial results for both parties, while managing to promote the city of Brașov through the presence of positive images and outstanding support.