THE BRAND – AN INCREASING FACTOR OF A TOURIST DESTINATION’S COMPETITIVENESS

The increase in external pressures upon competitiveness makes companies quickly adapt to the criteria of modern competition. One of these criteria is the brand which has proven in developed economies the main competitive advantage and it influences to a certain extent the demand for any service. In these circumstances, the concern for a brand is a need, not a custom. Yet, the decisive influence shall belong to consumers – as their new life style includes the right to choose and to be somehow cynical when being able to give up a brand as soon as it does not fulfil its duties. Accomplishing the task to increase an area’s competitiveness requires the improvement of actions meant to develop and promote an area as a tourist destination both nationally and internationally as well as to develop a sustainable tourist industry. The sustainable growth of tourist promotion, the design and promotion of a tourist brand are a basic constituent both to achieve at normal, best levels the image of an area as a well-customized tourist destination, different from other competitive destinations on the national and international market, and to attract investors and other strategic partners for the growth of tourist industry