Branding Romania

There has been a lot of talk and controversy lately on the subject of Romania’s country branding and how its image should be promoted abroad. Although during the past years efforts were made towards building a country brand, there are actually no solid favorable results so far.

“So it’s a cliché to say that a strong brand is the biggest asset a business could have. But, like most clichés, true”. Country branding is no exception. Having a strong brand can make a difference in the overall development of a country, in its international affairs in general, but also in the country’s attractiveness as tourism destination in particular.

Spring 2009 marked the start of a competition meant to solve part of the country branding problem Romania has been encountering for many years now. Thirteen companies from abroad embarked on the ambitious mission of creating Romania’s country brand. So what exactly is country branding? It is the way a country is perceived by its “audience”, in this case, the rest of the world. Continue reading…