Professor PhD Virgil Balaure, Romanian-American University Bucharest
Associate Professor PhD Călin Vegheş, Academy of Economic Studies Bucharest
ABSTRACT: Creation, development and employment of brands have recently become activities that
tend to expand beyond the sphere of marketing communication of the organization and generating
significant effects over the results of marketing activities and overall performances of the
organizations.
Paper intends to approach in an exploratory manner the way brands contribute to the image
development of the tourist destinations based on a comparative analysis of the performances
generated by the nation brands used to promote different national tourist destinations in Romania
and other Central and Eastern Europe countries.