The most famous brand in Romania

Bran Castle holds besides the real estate value, the architectural value and the historical value, the castle embodies a legend: the legend of Count Dracula. Based on this legend, Bran Castle is known as Count Dracula’s Home. Bran Castle is Romania’s most important tourism brand and brings in 1 million tourists per year. Without exaggeration Bran Castle is the most loved and the most sought-after corner of the Carpathian Garden (Transylvania Region).

A black ball: brand inconsistency   

The whole branding process also had a special situation because many verbal and visual components already existed, Bran Castle already enjoying a high degree of notoriety and visibility.

The reputation of the Dracula was the main element in the implementation of the Bran Castle brand strategy, which contributes mainly to the tourism promotion in Romania. The Dracula concept has been visually translated in many ways and is the basis of industry and global product markets whose value cannot be estimated. The great difficulty in finding out “how much does the Dracula brand costs?” This is due to the fact that “Dracula” is not administered and is not in the “garden” of a global brand manager.

The first result of the external audit showed us that the main element “Dracula” was translated and interpreted visually through a variety of fonts and logos, whether in newspapers, book covers or posters.

Conte Dracula, many faces and many names  

Dracula is a fascinating and iconic character that has captivated audiences for generations. The mere mention of the words ‘vampire’ or ‘werewolf’ brings to mind Bram Stoker, Transylvania, and Vlad Țepeș, making Dracula a timeless and mysterious figure with countless faces and names.

The popularity of Dracula as a tourist product can be attributed in large part to the cinematic industry, which has extensively promoted the legend of Dracula through film and literature. Without this global promotion, it’s unlikely that Bran Castle would have become the tourism brand it is today.

Bram Stoker’s original story has inspired countless producers, writers, and directors, resulting in a staggering 223 films featuring the famous vampire and over 650 films referring to his persona, according to the IMDB.com website. Dracula holds the record for the most movies made about a single character in history, surpassing even the UK detective Sherlock Holmes.

The story is the basis of a healthy branding

Dracula and his castle have become a source of fascination and intrigue for people around the world. However, it’s important to note that Dracula is a fictional character inspired by historical figures, and that Bran Castle has been associated with Dracula only through myths and legends. From a branding perspective, the allure of the Dracula legend lies in its ability to offer tourists a sense of mystery and fantasy, and to transform Bran Castle into a successful tourism brand with a strong image impact.

As part of this branding effort, we focused on creating promotional and commercial materials for tourists visiting the three restored museums at Bran Castle: Rotonda, Count, and Regina, as well as the ‘Queen Mary’ Tea House Restaurant. By emphasizing the history, architecture, and cultural significance of Bran Castle, we aimed to provide visitors with a deeper understanding of the region and its rich heritage

The transformation of Dracula’s castle went beyond rebranding; it marked the beginning of a profound metamorphosis. Our ongoing partnership with the castle’s administration was not confined to a mere change of image—it was a journey of continual improvement and innovation.

One of the most exciting chapters in this journey was the creation of 13 meticulously crafted illustrations. These illustrations were not just artworks; they were windows into the enchanting world of Bran Castle. Each illustration was designed with meticulous care, capturing the essence of the castle’s rich history, its legendary ties to Dracula, and the allure of its mysterious ambiance.

Some thoughts for the future

We would like to express our gratitude to Archduke Dominic of Habsburg, the rightful owner and beneficiary of Bran Castle in Brasov County, on behalf of the entire BroHouse team. Looking back on our successful branding effort, we take pride in the impact we have had on promoting Bran Castle as a unique and compelling tourism destination.

As we continue to promote Bran Castle to tourists around the world, we recognize the value of other tourism brands in the region, including the Carpathian Mountains. While Dracula has certainly played a significant role in promoting the castle and the region, we believe that these brands are complementary, offering visitors a diverse range of experiences that celebrate the rich history, culture, and natural beauty of this remarkable part of the world.

We hope that, like Switzerland’s chocolate or England’s royal family, Bran Castle will continue to be celebrated as a land of mystery, beauty, and fantasy, where visitors can immerse themselves in a rich tapestry of legend, history, and culture.