Regional Branding as a Tool for Sustainable Development: The Transylvania Case

Abstract

Regional branding represents a key strategic instrument for strengthening territorial identity and enhancing regional competitiveness within the dynamics of globalization. Transylvania, characterized by its unique historical, cultural, and economic profile, offers an appropriate case for examining how regional branding can be applied in the context of Central and Eastern Europe. This article aims to analyse the theoretical foundations of regional branding and the ways in which they can be adapted to the Transylvanian specifics, considering the ethnic diversity, cultural heritage, natural landscape and economic potential of the region. The results highlight the fact that a coherent regional brand for Transylvania must go beyond strictly touristic approaches and integrate economic, social and institutional dimensions, contributing to attracting investments, stimulating local entrepreneurship and consolidating social capital. The conclusions emphasize the need for participatory governance and an integrated regional branding strategy, capable of supporting the sustainable development and competitive positioning of Transylvania at the European level.

Keywords: regional branding, Transylvania, territorial identity, cultural heritage, economic development