Journal of Urban ISSN 2067 - 4082 and Regional Analysis Volume II - Number 1 - 2010 CONTENTS Octavian GROZA, Lydia COUDROY DE LILLE, Mădălina PAFTALĂ- CIUBOTĂRIŢA - SPATIAL COORDINATES IN BUILDING THE BRAND IMAGE OF REGIONAL METROPOLISES. THE CASE OF IAŞI MUNICIPALITY Ramona IŞFĂNESCU - POTENTIAL CLUSTERS IN BANAT AND THEIR ROLE IN REGIONAL ECONOMIC DEVELOPMENT Jean Baptiste HUMEAU, Daniel PEPTENATU, Radu PINTILII, Cristian DRĂGHICI, Andrei SCHVAB - THE ROLE OF POLYCENTRIC NETWORK IN THE DEMOGRAPHIC DYNAMIC OF HUMAN SETTLEMENTS Gabriel PASCARIU - EVOLUTION OF THE URBAN SYSTEM OF BOTOŞANI COUNTY Alexandru-Ionuţ PETRIŞOR, Cătălin Niculae SÂRBU - DYNAMICS OF GEODIVERSITY AND ECO-DIVERSITY IN TERRITORIAL SYSTEMS Alexandru GAVRIŞ - ELEMENTS OF THE URBAN IMAGE IN LARGE HABITATS OF BUCHAREST Radu SĂGEATĂ - THE ROLE OF POLITICAL FACTORS IN THE URBANISATION AND REGIONAL DEVELOPMENT OF ROMANIA Ileana Cristina CRĂCIUN, Camelia Ina GAVRA - VINEYARDS IN THE REGION OF STRADEN (AUSTRIA) – ELEMENT OF THE AGRARIAN CULTURAL LANDSCAPE www.jurareview.ro University of Bucharest EDITORS: Ioan IANOŞ Ronan PADDISON University of Bucharest, Romania University of Glasgow, United Kingdom EDITORIAL ADVISORY BOARD: Gerhard BRAUN Ionel MUNTELE Free University of Berlin, Germany “Al.I.Cuza” University, Iaşi, Romania Hans-Joachim BŰRKNER Alexandru-Ionuţ PETRIŞOR Leibniz Institute for Regional Development and “Ion Mincu” University of Architecture and Structural Planning, Erkner, Germany Urbanism, Bucharest, Romania Josef BENEDEK George POMEROY “Babeş-Bolyai” University,Cluj-Napoca, Romania University of Shippensburg, USA Joan Serafi BERNAT Victor PLATON Jaume I University, Castellon, Spain Institute of National Economy, Bucharest, Romania Cristian BRAGHINĂ Lydia Mihelic PULSIPHER University of Bucharest, Romania University of Tennessee, USA Milan BUFON Denise PUMAIN University of Primorska, Slovenia Paris University 1, France Melinda CÂNDEA Mark ROSENBERG University of Bucharest, Romania Queen’s University, Kingston, Canada Pompei COCEAN Petr RUMPEL “Babeş-Bolyai” University, Cluj-Napoca,Romania University of Ostrava, Czech Republic Antonio da CUNHA Alexandru SANDU University of Lausanne, Switzerland “Ion Mincu” University of Architecture and Darrick DANTA Urbanism, Bucharest, Romania Northridge State University, USA Dumitru SANDU Joaquin FARINOS DASI University of Bucharest, Romania University of Valencia, Spain Cătălin SÂRBU Hermanus S. GEYER “Ion Mincu” University of Architecture and Stellenbosch University, South Africa Urbanism, Bucharest, Romania Octavian GROZA Itzak SCHNELL “Al.I.Cuza” University, Iaşi, Romania Tel Aviv University, Israel Tamás HARDI Igor SÎRODOEV University of Györ, Hungary Moldavian Academy of Sciences, Rep. of Moldova Lisa HARRINGTON Michael SOFER Kansas State University, USA Bar-Ilan University, Israel Wilfried HELLER Vasile SURD University of Potsdam, Germany “Babeş-Bolyai” University, Cluj-Napoca, Romania Jean-Baptiste HUMEAU Cristian TĂLÂNGĂ University of Angers, France University of Bucharest, Romania Margarita ILIEVA Alexandru UNGUREANU Institute of Geography, Bulgaria “Al.I.Cuza” University, Iaşi, Romania Alexandru ILIEŞ Rafael VIRUELA University of Oradea, Romania University of Valencia, Spain Peter JORDAN Jan WENDT University of Vienna, Austria University of Gdansk, Poland Sebastian KINDER George WHITE University of Tübingen, Germany South Dakota State University, USA Audrey KOBAYASHI Ulf WIBERG Queen’s University, Kingston, Canada Umeå University, Sweden The content of the published material falls under the authors’ responsibility exclusively. The manuscripts and exchange reviews, as well as, any correspondence will be sent on the Editorial Office Address of the Editorial Office University of Bucharest - Interdisciplinary Centre for Advanced Researches on Territorial Dynamics 030018, 4-12, Regina Elisabeta Blv., Bucharest, Romania Tel/fax: 0040 213 138 410, e-mail [email protected], http://www.jurareview.ro The review is issued under the aegis and the support of the University of Bucharest - Interdisciplinary Centre for Advanced Researches on Territorial Dynamics Journal of Urban and Regional Analysis, vol. II, 1, 2010 CONTENTS Octavian GROZA, Lydia COUDROY DE LILLE, Mădălina PAFTALĂ- CIUBOTĂRIŢA - SPATIAL COORDINATES IN BUILDING THE BRAND IMAGE OF REGIONAL METROPOLISES. THE CASE OF IAŞI 3 MUNICIPALITY Ramona IŞFĂNESCU - POTENTIAL CLUSTERS IN BANAT AND THEIR ROLE IN REGIONAL ECONOMIC DEVELOPMENT 15 Jean Baptiste HUMEAU, Daniel PEPTENATU, Radu PINTILII, Cristian DRĂGHICI, Andrei SCHVAB - THE ROLE OF POLYCENTRIC NETWORK IN THE DEMOGRAPHIC DYNAMIC OF HUMAN 25 SETTLEMENTS Gabriel PASCARIU - EVOLUTION OF THE URBAN SYSTEM OF 39 BOTOŞANI COUNTY Alexandru-Ionuţ PETRIŞOR, Cătălin Niculae SÂRBU - DYNAMICS OF 61 GEODIVERSITY AND ECO-DIVERSITY IN TERRITORIAL SYSTEMS Alexandru GAVRIŞ - ELEMENTS OF THE URBAN IMAGE IN LARGE 71 HABITATS OF BUCHAREST Radu SĂGEATĂ - THE ROLE OF POLITICAL FACTORS IN THE 81 URBANISATION AND REGIONAL DEVELOPMENT OF ROMANIA Ileana Cristina CRĂCIUN, Camelia Ina GAVRA - VINEYARDS IN THE REGION OF STRADEN (AUSTRIA) – ELEMENT OF THE AGRARIAN 88 CULTURAL LANDSCAPE * * * * * * * * * * * * * * * * * * * * TECHNICAL BOARD University of Bucharest - Interdisciplinary Centre for Advanced Researches on Territorial Dynamics - Electronic editing and cover: Cristian TĂLÂNGĂ - Documentary: Daniel PEPTENATU, Cristian DRĂGHICI - Book reviews editors: Daniela ZAMFIR Valentina Ilinca STOICA Andreea Loreta CEPOIU - Correction: Alexandru-Ionuţ PETRIŞOR - Electronic mapping: Radu Daniel PINTILII Daniela STOIAN - Correspondence: Andrei SCHVAB www.jurareview.ro; www.cicadit.ro Journal of Urban and Regional Analysis, vol. II, 1, 2010, p.3-13 SPATIAL COORDINATES IN BUILDING THE BRAND IMAGE OF REGIONAL METROPOLISES. THE CASE OF IAŞI MUNICIPALITY Octavian GROZA1), Lydia COUDROY DE LILLE2), Mădălina PAFTALĂ- CIUBOTĂRIŢA3) 1) Cuguat-TIGRIS, “Alexandru Ioan Cuza” University, Iaşi, Romania 2) Biogéophile, University Lumière Lyon 2, Lyon, France 3) “Alexandru Ioan Cuza” University, Iaşi, Romania Abstract: The article explores the spatial dimensions of the brand image building of the cities / regional metropolises, with an application on Iaşi as a study case. The starting point is represented by the results of the researches in FP7 project EuroBroadMap. Visions of the Europe in the World, which shows that the city of Iaşi has an unfavorable position among the preferences of the Romanian student’s questioned, which raises some questions about its role as a regional metropolis. In order to improve its position, the city could appeal to the territorial marketing strategies. In this direction, using the results of some field surveys, the article studies the opportunities for structuring a brand image depending on the spatial structure of the symbolic characteristics of Iaşi. Key Words: regional city, territorial marketing, city lovemark Introduction The collapse of the communist regimes has permitted the reconnection of all national urban systems and a fast creation of a system of European cities which, boosted by the globalization processes, had entered immediately into a competition with each other. This competition is based on the power relationships that describe the efforts to selective attraction of the activities, investments, labor and equipment (Equipe PARIS, 1993). In this tense relational field, the metropolitanisation degree of regional or national urban systems is the parameter that ensures the success or failure of integration of the cities in the international trends of economic exchanges, migratory, intellectual, travel and cultural. The urban systems in Eastern Europe are less metropolized and therefore less prepared to face the demands of globalization and Europeanization, but local authorities have become sensitive to this and begin to act consequently (Coudroy de Lille, 2005). For regional metropolises, or rather for regional cities – although the terms are still confused (Bailoni, 2008), to exist means to be known and be well placed as active poles for international flows. An ongoing study, FP7 EuroBroadMap. Visions of the Europe in the World1), based on the analysis of the answers of over 10.000 students from around the world, shows a clear break between the attractiveness of cities in Western and Eastern Europe. The Research Center CUGUAT-TIGRIS, responsible for the research of the situation in Eastern European Union, has made surveys in two university centers, Iaşi and Bucharest, interviewed between 1) The study is made by an international consortium composed by European teams (from Belgium, France, Malta, Portugal, Romania, Sweden, Hungary), Asian (China, India, Turkey), African (Cameroon) and South American (Brazil) and at this stage it follows the vision that students have about the states and cities of the world, analyzed according to their knowledge (number of occurrences in responses) and their attractiveness / non-attractiveness (Like to Live / Not like to Live); http://www.eurobroadmap.eu 3 Octavian GROZA, Lydia COUDROY DE LILLE, Mădălina PAFTALĂ-CIUBOTĂRIŢA October to December 2009 a total of 439 students from different majors fields (social sciences, political sciences, business, health, arts, engineering). The preferences to live in different cities and their degree of knowledge (Fig.1) shows the same difference between Eastern and Western Europe, but also differences within Romania. Thus, Bucharest, Braşov and Sibiu are better known and liked than the city of Iaşi. Fig. 1 – Iaşi in the field of the preferences