Romania Trying to Be an European Brand

Revista de Management & Marketing No. 1/2008

12 Pages Posted: 28 Feb 2011

See all articles by Luminiţa Nicolescu

Luminiţa Nicolescu

Bucharest Academy of Economic Studies

Cristian Paun

Academy of Economic Studies

Alina-Irina Popescu

The Bucharest University of Economic Studies (Academia de Studii Economice din Bucuresti)

Draghici Alina

Bucharest Academy of Economic Studies

Date Written: March 1, 2008

Abstract

Building a coherent country branding program at international level requires a strong coordination between the government, the business sector, the decision makers from educational and cultural sector, the civil society and, the mass media representatives in any country.

The paper presents the main efforts Romania has done to build a country image with a significant impact at international level. It focuses on the main policies and programs applied by Romania in the specific field of the national branding, offering a good analysis on the institutional framework and experience in promoting the country’s image internationally. The paper presents also the results of a research conducted with different local authorities (based on personal interviews) involved in the construction and promotion of a national brand abroad. The findings of the study provide opinions on the implications of the role of Romania’s country image in the European Integration process. A SWOT analysis on the Romania’s policy for building a European country brand completes the conclusions and the perspective on this particular issue considered to be important for a European Union integrating country. Finally, the paper makes proposals for creating a positive country image for Romania, a country that is in the process of redefining its position and its image at international level. Romania’s image will be considered from the perspective of the four dimensions defining a country image (tourism, exports, foreign direct investments and foreign policy), as well as from the perspective of building an integrated image abroad.

Keywords: Country branding, country image, policy making, European integration

Suggested Citation

Nicolescu, Luminiţa and Paun, Cristian and Popescu, Alina-Irina and Alina, Draghici, Romania Trying to Be an European Brand (March 1, 2008). Revista de Management & Marketing No. 1/2008, Available at SSRN: https://ssrn.com/abstract=1769663

Luminiţa Nicolescu

Bucharest Academy of Economic Studies ( email )

Cristian Paun

Academy of Economic Studies ( email )

Romania

Alina-Irina Popescu (Contact Author)

The Bucharest University of Economic Studies (Academia de Studii Economice din Bucuresti) ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

Draghici Alina

Bucharest Academy of Economic Studies ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
113
Abstract Views
1,243
Rank
472,311
PlumX Metrics