THE FUNCTIONAL MUTATIONS AND BRAND ECONOMIC EFFECTS IN BRAN, ROMANIA.

With time, the localities within the Carpathian and Sub-Carpathian space of Romania have changed their functionality because of several historical and social events that took place. The study aims to highlight the transformations that have been observed over time, explaining the situation of the last few years and the trends that could favour the local economic situation. Thus, the research has been based on the analysis of the documents that rightfully proclaimed the establishment of the locality, on the analysis of the economic and political functions held by the locality over time, as well as on the field study concerning the importance of the Dracula brand relative to the upheaval of the local income. Following the field study, data has been collected because of having consulted several representative samples of tourists, resident population and official statistical data. The obtained results emphasize the impact of this development idea, which can contribute to the increase of the functional complexity of these territorial systems, where brand tourism may be implemented. Brand tourism and traditional value tourism contribute to the emergence of economic multiplier effects. Tourism development can mean the emerge of new jobs in a period of economic crisis and of a relative social crisis. It can also be considered a factor of popularization of the cultural identity, which plays an important part in promoting cultural diversity. [ABSTRACT FROM AUTHOR]