“Romania este nedezvoltata ca brand. Locuitorii din alte colturi ale lumii cunosc Romania foarte putin, iar profilul tarii nu este distinct”, se arata in raportul CBI, care cuantifica imaginea unei tari in functie de 29 de criterii, de la istorie la mediul de afaceri si situatia economica.

Capitolele la care Romania se regaseste in prima jumatate a clasamentelor sunt “mediul natural” (locul 19), “istorie” (44), “tehnologie de varf” (45), “puterea de cumparare” (45), respectiv “standardul de viata” (47).

In studiul CBI din 2008, Romania a ocupat locul 76 din 78 de tari analizate.

Pe primul loc in clasamentul CBI de anul acesta se situeaza Statele Unite, urmate de Canada, Australia, Noua Zeelanda si Franta.

sursa: dailybusiness.ro

Pentru brandul turistic al Romaniei au concurat 13 companii sau grupuri de companii, din care 3 s-au calificat in ultima etapa a selectiei. Castigatoare a fost declarata oferta cu pretul cel mai scazut.

Brandul turistic al Romaniei va fi realizat pana cel tarziu in luna aprilie a anului viitor.

Acesta presupune: elaborarea de studii pentru stabilirea imaginii curente a tarii pe pietele sursa de turism; determinarea avantajelor competitive ale Romaniei comparativ cu alte destinatii; identificarea celei mai bune pozitionari a Romaniei ca destinatie turistica; conceptualizarea, crearea si proiectarea identitatii vizuale a brandului, liniile directoare pentru implementare si pentru strategia de comunicare.

Suma pe care o va plati Ministerul Turismului pentru aceste servicii este de 894.970 de euro, bani alocati Romaniei in acest scop de catre Uniunea Europeana.

THR este una din cele mai mari companii specializate in branding turistic si marketingul destinatiilor. Conform informatiilor existente in oferta, Eulogio Bordas, presedintele companiei, are peste 21 ani de experienta in domeniu.

El s-a implicat in dezvoltarea de branduri turistice nationale pentru Spania, Croatia, Argentina, Andorra, Chile, Guatemala, Bolivia, Grecia, Polonia, Belgia si Cuba, precum si de branduri turistice supranationale pentru America Centrala, Europa, Maya World si Amazonia.

THR a creat si brandurile turistice pentru destinatii locale si regionale precum Istria (Croatia), Insulele Canare (Spania), Insulele Baleare (Spania), Cancun (Mexic), Huatulco si Oaxaca (Mexic), Para State (Brazilia), Estoril (Portugalia), Dubrovnik (Croatia).

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.

Roughly, a successful national brand should aim for the following purposes:

• Encouraging foreign direct investments
• Being a support for exports
• Encouraging tourism
• Creating internal pride

In Romania, the first real international campaign meant to improve the country’s image abroad and encourage tourism was conceived in 2001. The concept of the campaign was “Romania, simply surprising” and it was produced by Ogilvy&Mathers Romania. The cost of the campaign was huge at the time, about 2 million dollars, taking into account the assumed poor results it recorded, which were actually never made public.

The issue of country branding returned to the public eye in 2004, which marked the forming of a workgroup in charge with building Romania’s image abroad, following the visit of Wally Olins to Bucharest who explained the great importance of such an action. The Committee met up a few times, but some of its members never even participated once, therefore it soon ceased its activity.

In 2005, the Agency for Governmental Strategies and the National Authority for Tourism began getting involved in the issue of country branding by ordering research studies on Romania’s image. They discovered that most foreign travels to Romania are made with the purpose of visiting friends and relatives, rather than spending a typical vacation.

The year 2007 brought a concept for a new country brand campaign: „Romania’s fabulouspirit”, initiated by the Ministry of Foreign Affairs meant to promote the country’s image in the European Union. It raised a lot of controversy and, although word at the time was that this campaign was going to be around for several years, it was never heard of again.

The most recent slogan the Ministry of Tourism came up with is “Romania – Land of Choice”. A tourist hymn of Romania based on this idea, on which the state spent about 100.000 euros, was also composed as part of this campaign, addressed mostly to the internal audience. The current minister of tourism emphasized that it is not to be confused with a national brand, as this project will be finalized in fall based on the public auction. After many years, efforts and money, it seems Romania will finally have a country brand that does it justice in the autumn of 2009.

Some memorable words on the idea of branding are those of Simon Anholt, an international expert on the subject of country branding: “The image of a country is a tyrant. We can’t control it, it makes up its own mind and it is not fair… branding is an attempt to fight against tyranny”. Building a country brand does not come easy: this goal needs to be sustained by a high level of coordination between the state, the corporate sector, the mass-media and the general population. That’s right: the last part is up to us.

Author: Adriana Niculesc; Sursa: unseenromania.com

O lipsa cvasitotala a informatiilor turistice despre Romania. Caini vagabonzi. Soferi necivilizati. Chelneri nepoliticosi. Gunoaie, PET-uri si pungi. Blocuri gri.

Administratie greoaie si deloc implicata si responsabilizata. Valea Ariesului inundata de PET-uri la o saptamana dupa o mare curatenie realizata de catre voluntari.

Vechiul drum al romanilor de la Tihuta in paragina. Sarmisegetusa neinclusa in circuitul turistic si deloc accesibila decat cu 4×4 extrem, cand nu ploua. Concetateni in limuzine de lux care arunca ambalaje goale pe geam in mijlocul orasului.

Preturi incredibil de mari si nejustificate in raport cu produsul turistic sau serviciul oferit. Plajele de la Marea neagra infestate de carciumi sordide si gunoaie sub nisip deasupra carora roiesc musculitele. Statiuni balneo distruse si nefolosite.

Lipsa entertainmentului real si diversificat. O capitala sufocata cu locuitori mai mult sau mai putin neurotici datorita conditiilor in care traiesc. Risipa.

Si mici insule de de civilizatie intalnite ici si colo, cu patroni, personal si servicii ok, la preturi ok. Acesta este in principiu produsul pentru care va fi creat brandul Romania. Povestea continua.

Am fost intrebat de foarte multe ori in aceste zile de ce nu particip la licitatia pentru atribuirea proiectului crearii brandului de tara, cu fonduri alocate pentru inceput de 2 milioane de euro.

Intotdeauna am raspuns concis: nu am ce “brandui”, in ciuda faptului ca in ultimii 4 ani am scris nenumarate articole pe acest subiect, marea lor majoritate fiind axate pe ideea ca Romania este o corporatie si problematica brandului ei trebuie tratata ca atare.

Brandul este o reprezentare a ceva real, palpabil, care prezinta avantaje unice sau macar diferentiatoare. Noi nu prezentam decat o bruma de civilizatie incipienta, informa, amorfa, periferica.

As fi fost interesat sa incerc ceva daca vedeam un plan in care sa cred de revitalizare a business-ului turistic, a facilitatilor si infrastructurii, asa cum sunt obisnuit sa vad si sa discut cand abordez proiecte de branding pentru clientii-companii. Acolo vorbesc cifrele, planurile, obiectivele, in esenta concretul, prezent, estimat si viitor.

Un brand mai inseamna mentenanta. Un concept nu foarte inspirational pentru unii care vad doar partea spumoasa a brandingului dar absolut real si necesar. Inseamna o strategie de respectat si ajustat in permanenta, informatie valabila si permanent actualizata, analiza, standarde vizuale si de comunicare, “customer care”.

O intreaga activitate care trebuie depusa zilnic. Intrebati orice companie, incepand de la cele mari pana la cele medii si unele chiar mici cate resurse de personal calificat si buget aloca acestei activitati.

Vizitati va rog site-ul web al Croatiei si observati cat de usor se navigheaza, acuratetea si bogatia informatiei, arhitectura ei facila pentru vizitator, motorul de cautare complex, imaginile frumoase si inspirate, etc.

Astazi, Internetul este rege. Din informatiile mele Ministerul Turismului nu are in acest moment o baza de date valida care sa prezinte oferta turistica completa si detaliata a Romaniei, nici macar la nivel de hoteluri si pensiuni cu adresa si date de contact. Acesta este un alt element de infrastructura, de aceasta data informationala, lipsa.

Mergeti va rog in Scotia si observati punerea in valoare a naturii, istoriei si whisky-ului traditional si modul inteligent in care se fac bani din asta. Multi bani, extrasi cu zambetul pe buze si cu politete din buzunarul sutelor de mii de turisti avizi sa plateasca. Sau in Irlanda, Croatia, Grecia si de ce nu Bulgaria.

Cititi cele peste 400 de pagini ale Masterplanului Turistic al Romaniei – in fapt un Plan de Afaceri – cu informatii de acum 4 ani in cel mai bun caz.

Remarcati va rog lipsa strategiei de produs care amalgameaza totul, de la litoral, la Bucovina, la orase medievale din Transilvania, Delta Dunarii si city break-uri fara contura o directie concreta, pe o baza realista. Documentul este de referinta pentru crearea brandului de tara.

Daca oricare mare companie nationala sau multinationala ar lucra cu asemenea informatii ar fi un fiasco total si cale sigura catre faliment. Puneti in antiteza acest document cu brief-ul brandului de oras al Budapestei – am citit acest document – are o pagina. Este consistent si are tot ce-i trebuie. Rezultatul cred ca l-ati vazut cu totii vizitand Budapesta.

Daca aveti ocazia, studiati ce a facut orasul Koln in ultimii 5 ani. Sau Viena. Merita observate si studiate departamentele de marketing, analiza si comunicare ale Koln-ului. Veti avea surpriza sa nu vedeti absolut nici o diferenta fata de oricare dintre marile firme serioase de pe mapamond.

Scriam candva ca sunt dispus sa lucrez la acest proiect pentru un fee simbolic de 1 euro plus cheltuielile. Acum nu mai sunt deloc interesat pentru ca mi-am dat seama ca imi lipseste obiectul muncii.

Si pentru ca intotdeauna brandingul vine de la interior, dintr-o resursa si dorinta proprie, respect fata de sine, dorinta de imbunatatire, investitii si profit. Nu dintr-o semiotica si campanii de comunicare fara suport real.

S-ar putea sa gresesc. S-ar putea sa privesc problema prea implicat si sa am o pereche de ochelari de cal care nu ma lasa sa vad niste evidente si un potential de succes, trecand peste evidentele care ma asalteaza zilnic. Daca va fi asa, voi spune mea culpa si voi ridica palaria in fata autoritatilor si a strategilor care au realizat brandul nostru de tara sub forma de logo, slogan si campanii print si TV.

Sarcina colegilor mei, cativa dintre ei de la IAA, de a scrie caietul de sarcini a fost imposibila pentru ca nu au avut un produs pe care sa-l descrie. Si totusi, s-au achitat cu brio de sarcina, atat cat s-a putut in conditiile date. A fost un efort profesionist pentru care merita toate felicitarile.

Totusi, lipsa produsului turistic concret, a unui plan de afaceri in turism solid si documentat si a informatiilor actuale si relevante va conduce inevitabil catre discutii confuze si alegeri, oricare ar fi ele, neinspirate.

Caietul de sarcini prevede strangerea de informatii actualizate de pe mapamond in vederea studierii perceptiei si dorintelor potentialului consumator de Romania. Ma repet, studiile de piata sunt bune daca stii incotro sa te indrepti, bazandu-te si pornind de la atuurile proprii, atribute diferentiatoare si unicitati, daca exista.

Sfat gratis 1: Un website foarte bun, viralul pe internet, utilizarea strategica a forumurilor in revelarea experientelor pozitive despre Romania si pr-ul subtil si destept facut s-ar putea sa genereze un “word of mouth” semnificativ si pozitiv daca sunt bazate pe o strategie de comunicare realista si concreta avand radacinile in potentialul real turistic, sa cheltuie mai putini bani si resurse si sa aduca rezultate mai spectaculoase decat sloganul, logo-ul si campaniile print si tv.

Sfat gratis 2: Pragmatic vorbind, sunt foarte putine lucruri, fapte si locuri diferentiatoare sau unice, de real interes turistic in Romania in acest moment. O strategie de brand si comunicare ar trebui sa tina cont de acestea, fara asumari nerealiste de potential.

Acestea pot duce la reversul medaliei, fuga de Romania si asteptari ale turistilor inselate. A se vedea exemplul turistilor germani adusi pe litoral acum cativa ani care au plecat dupa primele zile, cerandu-si banii inapoi. Alt rezultat direct a fost rezilierea contractului de catre tour operator – unul foarte mare – si excluderea totala din oferta lui a destinatiei litoralului romanesc.

Sfat gratis 3: Recreati ONT-ul, creati un departament de marketing dupa modelul si metodele unei companii serioase, incepeti sa creati produsul in concordanta cu posibilitatile reale determinate de bugete si infrastructura, alocati bani si facilitati operatorilor turistici si peste 5 ani de munca sustinuta si rezultate concrete, analize si studii pe date reale si feedback din piata scrieti un nou caiet de sarcini. Unul real.

Articol scris de Bogdan Branzas
Creative Director & CEO
B R A N Z A S
Designeri si consultanti

Sursa: DailyBusiness.ro

Cu ocazia Târgului Internaţional de Turism de la Berlin, Judeţul Braşov, prin Asociaţia de Promovare şi Dezvoltare a Turismului va lansa noul brand turistic al judeţului Braşov.

Continuând tradiţia de peste 100 de ani a industriei turistice locale, Braşovul şi-a propus să îşi dezvolte prin noua sa strategie de brand o imagine solidă ca destinaţie turistică la nivel internaţional. Noua imagine a Braşovului vine să promoveze atât diversitatea culturală cât şi dinamica unui loc viu şi modern.

Aceste lucruri se regăsesc la nivelul logotipului prin cromatică şi stilul grafic alese. Identitatea verbală turistică a judeţului – “BRAŞOV BE.LIVE IT” este concepută în engleză, pentru a fi adresată audienţei internaţionale, şi transmite două concepte majore. În primul rând vizează o atitudine existenţială prin folosirea verbului “a fi” (BE), completată de o dimensiune interactivă a sintagmei “a trăi” (LIVE IT).

Sintagma “BE.LIVE IT” s-ar putea traduce prin “Fii şi Trăieşte Braşovul”. Secundar, jocul de cuvinte astfel creat (BE.LIVE IT), devine fonetic “Believe it”, care stabileşte astfel promisiunea făcută turistului “Crede în Braşov”.

Noul brand turistic al Braşovului este dezvoltat şi coordonat de către Asociaţia de Promovare şi Dezvoltare a Turismului din Judeţul Braşov – APDT, în cooperare cu Consiliul Judeţean Braşov, Agenţia de Dezvoltare Durabilă a Judeţului Braşov şi agenţia de comunicare Firestarter.

Conceptul de promovare se bazează pe un proces de cooperare cu experţi internaţionali în domeniul ecoturismului, al turismului cultural şi consultări cu istorici, etnografi, specialişti în marketing şi comunicare.

Prin reţeaua de Centre de Informare Turistică coordonată de această organizaţie şi pe baza strânsei cooperări cu industria locală a turismului, APDT şi-a propus să crească şi să consolideze calitatea şi cantitatea serviciilor şi produselor turistice oferite.

Această iniţiativă în domeniul promovării turistice vine să completeze proiectele de dezvoltare a infrastructurii turistice iniţiate în judeţ: refacerea zidurilor vechii Cetăţi a Brasovului, dezvoltarea domeniului schiabil în Râşnov, Predeal şi Poiana Braşov, reabilitarea cetăţilor istorice Făgăraş, Râşnov şi Rupea, dezvoltarea Rezervaţiei de Zimbri de la Vama Buzăului, reintroducerea trenului de epocă cu ecartament îngust pe traseul: Braşov – Cristian – Râşnov – Zărneşti, dezvoltarea bazei materiale de agrement din judet.

În cadrul Târgului Internaţional de Turism de la Berlin, Braşovul va fi prezent în Standul Oficial al României cu o suprafaţă de expunere generoasă.

De asemenea, o parte a programului artistic desfăşurat la standul României va fi asigurat de către judeţul Braşov: patru artişti de muzică populară vor interpreta cântece tradiţionale reprezentative pentru judeţul Braşov, iar o artistă braşoveană va confecţiona şi expune păpuşi tradiţionale. În cadrul serii româneşti vor fi de asemenea degustate produse culinare tradiţionale din judeţul Braşov.

Braşovul este una din principalele destinaţii turistice ale României. Aproximativ jumătate de million de turişti aleg să îşi petreacă sejurul în Braşov în fiecare an.

Principalele puncte de atracţie ale judeţului sunt centrul istoric al Braşovului, pârtiile de schi din Poiana Braşov şi Predeal, zonele agroturistice din Bran, Moeciu şi Vama Buzăului, Castelul Bran, cetăţile de la Făgăraş, Râşnov şi Rupea, bisericile fortificate ale satelor săseşti.

În anii ce urmează, industria locală a turismului va fi impulsionată ca urmare a organizării la Braşov a Festivalului Olimpic al Tineretului European 2013. Proiectul identităţii turistice a judeţului Braşov este parte a unei ample strategii de dezvoltare care are ca şi obiectiv final stabilirea unei oferte turistice mature până în 2013.

via brandingbrasov.ro

In urma cu 15 ani, intalnirea dintre Bogdan Branzas (absolvent de design, cu studii si experienta in Franta) si Ursus Breweries a dus la deschiderea uneia dintre principalele companii de branding de pe piata locala.

Cu un capital minim, care a constat intr-un imprumut de la tatal sau, returnat dupa primul an de activitate, Bogdan Branzas a construit la Cluj-Napoca un business puternic, ce are in prezent o cifra de afaceri de aproape 500.000 de euro, prin cele doua companii pe care le conduce.

Branzas Design si Dromadero reprezinta locurile de munca pentru zece oameni specializati in branding si design, cu experienta in analiza, crearea si implementarea identitatii de brand corporatist si consumer. „Initial, aveam un prieten asociat, iar compania activa sub un alt nume. Odata cu revenirea mea din Franta, in 1994, unde am studiat packaging pentru parfumuri, am realizat ca exista si in Romania un potential in consultanta de brand si design.

Experienta dobandita la Nantes si Paris a fost hotaratoare si am decis sa rascumpar actiunile detinute de prietenul meu si sa redenumesc compania dupa numele meu, pentru a incepe o noua etapa in cariera mea profesionala“, povesteste Bogdan Branzas.

Printre primele companii care au fost interesate de serviciile unei agentii locale de branding s-au aflat Eximtur, Impress si Novis, perioada despre care Branzas isi aminteste ca a fost interesanta. Dar anul decisiv pentru businessul sau a fost 1995, odata cu primirea unei solicitari de a participa la pitch-ul pentru brandul Ursus.

„Primul meu proiect pentru Ursus a avut loc in 1996, iar pentru acesta am fost platit cu 10.000 de dolari, suma care la vremea aceea mi se parea exceptionala. Si cum taxele si impozitele practicate atunci de catre statul roman erau, parca, de 45%, eu am ramas cu 5.500 de dolari, ceea ce a fost foarte bine. Cu alte cuvinte, Ursus sunt cei care mi-au sustinut dezvoltarea si mi-au dat un sut in fund“, isi aminteste Bogdan Branzas, creative director&CEO al Branzas Design.

Povestea Branzas si Ursus a continuat pana acum doi ani, cand agentia a realizat relansarea brandului, de la A la Z. In timpul acestui parteneriat, cand Branzas a functionat aproape ca un departament extern de design, branding si tot ceea ce inseamna imagine pentru Ursus, compania s-a dezvoltat prin crearea de proiecte pentru companii din industrii (precum lactate, industria carnii de pui, industria IT sau cea auto), prin colaborarea cu Tiriac Holding si, ulterior, cu Tiriac Auto.

„Criza a retrogradat brandingul la nivelul din 1998“

Cu o echipa de zece specialisti, sediu propriu, clienti din toata tara si putine industrii neatinse inca, Bogdan Branzas se declara optimist chiar si in contextul crizei, desi piata per ansamblu pare retrogradata la stadiul in care era la inceputurile formarii ei, la mijlocul anilor ’90. Bogdan Branzas si-a asigurat businessul prin viziune. In urma cu doi ani a creat o alta agentie, Dromadero, specializata in servicii de marketing, pozitionare si implementare, o completare a serviciilor oferite de Branzas Design.

„Evolutia pietei s-a facut simtita de la an la an, pana in 2007. Incepand cu 2008 am inceput sa resimt efectele actualei recesiuni, dinainte de a citi despre ea in ziare. Ca urmare, incepand cu martie 2008 am regandit serviciile oferite de Branzas prin dezvoltarea serviciilor de la design si identitate vizuala pana la cele de marketing.

Obiectivul propus si atins a fost acela de a crea o echipa capabila sa preia serviciile de branding si marketing externalizate de orice companie cu o cifra de afaceri anuala de, sa zicem, zece milioane de euro, fapt care ma face sa fiu optimist in privinta evolutiei agentiei“, explica managerul. Inca din 2006, Branzas Design este partener Interbrand, una dintre cele mai importante companii globale de consultanta de branding si design.

Contextul pietei

O piata de trei milioane de euro

In contextul economic actual, piata locala de branding sufera o retrogradare, cauzata in special de reticenta companiilor de a investi in serviciile de branding, de la imaginea de produs la cea de corporatie, apreciaza Bogdan Branzas, fondator si CEO al companiei clujene Branzas Design.

In opinia sa, principala dificultate cu care se vor confrunta anul acesta companiile specializate este aceea de a obtine proiecte de branding si rebranding, situatie asemanatoare celei din 1998, cand piata se afla intr-o faza incipienta ca nivel de dezvoltare. Evaluata de specialisti la trei milioane de euro, anul trecut, piata de branding din Romania este impartita in acest moment intre cinci jucatori principali, trei din Bucuresti si doi din Cluj.

In topul celor mai importante companii de profil de pe piata locala, Branzas se afla pe pozitia a patra, tinand seama de cifra de afaceri raportata anul trecut. Una dintre caracteristicile industriei de branding din Romania, care va ramane neschimbata in 2009, este aceea a proiectelor de branding directionate de companii catre agentiile de advertising alaturi de care deja colaboreaza, in detrimentul celor specializate, care ar implica un buget special.

Bogdan Branzas a vorbit pentru Antreprenor despre o noua tendinta. Deoarece, in contextul crizei, primele bugete care au de suferit in cadrul companiilor sunt cele de marketing, o buna strategie de supravietuire si chiar de crestere a businessului companiilor de branding de pe piata locala este aceea de a diversifica paleta de servicii oferite. „In loc sa plateasca pentru serviciile de marketing un intreg departament, companiile vor alege ca alternativa taierea unei facturi catre o companie care ofera, pe langa branding, si alte servicii de promovare“, a subliniat Branzas.

CV Bogdan Branzas

• 1996-prezent – Manager Branzas Design
• 1995 – Art director Vitrina Advertising
• 1994 – Specializare packaging parfumuri, Nantes, Franta
• 1989–1995 – Academia de Arte si Design, Cluj-Napoca

First was the EUR 6 million album entitled “The Eternal and fascinating Romania,” followed by the USD 1.7 million project “Romania – always surprising” from 2004.

A brand business doesn’t come cheap

It seems that Romania is doomed in finding the right solution for building a country definition and lacks badly regarding a positive approach of country advertising and PR.

Lately, the only visible and audible reactions involving Romanians abroad generated in the local and regional media concerned some Romanian immigrants committing crimes in Italy or the former foreign minister Adrian Cioroianu’s gaffes in terms of communication rigors when it comes to address foreign officials.

Unfortunately these issues built a really unfortunate “brand- awareness’ and makes you wonder, is bad PR always prevailing over good PR or Romania really lacks in managing the issues of its own positive or negative image poles outside.

Should it be a misfortune, a lack in the implication of local authorities, is that Romania can’t find the right communicators or the right projects, because, it seems that money exits.

And as Dr. Shashi Tharoor, the official candidate of India for the succession to UN Secretary-General Kofi Annan in 2006 used to say “a brand business doesn’t come cheap,” it’s not the money the project managers should address in their endeavors in building a country branding project, but the reliable liaisons and consolidated development strategies with different partners from public and private sector and keeping a daily agenda for this branding project.

For example, in February, The Romanian Government approved a EUR 2 million worth budget for putting up a tourism brand for Romania, while other state funds will provide EUR 9 million for promoting Romania tourism destinations in Spain in Italy, as there are the major hot points where Romania developed a ruined country image.

How to exist when you don’t have a name, how to be called when they don’t know your name?

Romania’s branding should start from finding a name which doesn’t necessary has to be a slogan, you already have the country name to speak for itself. International Advertising Association Romania (IAA), a Romanian branch of the international group was just offered the world’s highest prize at Washington, as recognition of its performances globally.

Maybe it’s another Romanian institution winning a world’s prize, maybe specific domains where Romanians stand out are drops of water in a very bitter glass and as Felix Tataru, the president of IAA Romania was saying, branding is an individual work. When teamwork kept on failing, the country brand should be built from each Romanian individual brand representing the country inside and abroad.

Besides, there are problems already knows as, lack of specialists, a political class with no reaction. “I got sure that a project regarding country branding is known as high as it can be in the country, talking with Tariceanu, with Basescu, with Geoana. They said the project was interesting and that’s it,” said Tataru. Members of IAA plan to promote the project of building this country a brand as it should be to private sector, to investors, to companies, to anyone ” which feels something,” said Tataru.

And they started a membership program called “the coalition of country branding”. The only worry would be, according to Simona Minculescu, presidential counselor within International relations department with 17 years experience in diplomacy, that this project to start stunning and die dramatic, following the same pattern of the others before. “In Romania, we have this problem. If you want to kill an idea, you have to create a commission,” Minculescu said. Liviu Ion, communicating for Automobile Dacia said that branding is creating as we speak, involuntary.

With Dacia brand and Bit Defender brand, products which generated also brand-awareness abroad, Romania also means oil from Petrom and Rompetrol, household and office products as Altex, Domo, RTC, or money as BCR. But unfortunately, if these brands are recognized in business environment, they don’t usually speak about Romanians as a brand outside.

Bogdan Manea, the advertising man which let behind 10 years of Saatchi&Saatchi and crated its own advertising agency Brightness, voices that “a brand is not a good to belong to the creator, but to the one that use it and receive it”

Either ways, Romania didn’t create a national brand, and sadly, spread involuntary a bad image used now by others – Italian politicians using generously the Romanians immigrants scandals in their political campaigns.

How to cook a country brand in 6 steps

As Romanians are being called “the Indians of Europe” when it comes to human resources and labor costs, the real Indians seem they succeeded in building a country brand. With TATA motors recently acquiring Jaguar and Land Rovers brands and entering on the premium segment in cars industry, with the worries that this will mean the death of these brands also in terms of uniqueness, India succeeded in putting the country on the map for a long time actually.

Shashi Tharoor saw 6 rules in building a brand. First one must figure what are the country first positive characteristics (as India is exotic, spicy…). Then the main characteristics must be anchored in reality, otherwise as the lie has short legs, sooner or later the reality will ruin the image built with efforts ( India did not lied).

The third step is to accept that the international community can undermine the brand struggling to pop up – (sure fact when watching and hearing prime time news about Romanians abroad) – Shashi Tharoor refers also to the institutions, the organizations which are not creating a brand. (Romanians for sure can not be proud of their political messengers abroad).

And what is more interesting, a brand is being built with the Government support and in the same time, in spite of the Government. (the first part of the rule is fiction in Romania, as branding is always an interesting fact with no feedback and implication whatsoever). And as the brand is almost boiling, Shashi Tharoor adds some Indian spices referring to money, as brand is an expensive exercise. This problem could be easily solved with private money, as IAA intends through the new branding campaign.

The country branding business starts for the forth time with optimism but this time balanced by some skeptic but no in denial specialists in advertising, foreign affairs, Government and private companies. But as much as some would cover with shining wrapping materials an empty box, the emptiness would prevail, since at the bottom of a business lays the quality of people involved which see in that business an individual image selling exercise.

by Magda Purice; via: business-review.ro

Branding Romania by Club LMT – Presentation Transcript

1. O simpla idee…
2. … poate reprezenta inceputul unei calatorii…
3. … in care lipsurile si neajunsurile …
4. … sunt umplute cu viata si tinerete…
5. O calatorie in care totul este sincron…
6. … o calatorie in care necunoscutul si obstacolele…
7. … sunt depasite prin incredere…
8. … si prietenie!
9. O calatorie in care invatam…
10. … cu zambetul pe buze !
11. O calatorie a intrebarilor…
12. … si raspunsurilor!
13. Si atunci, fie ca esti mic…
14. … sau mare …
15. … singur…
16. … sau inconjurat de prieteni …
17. Visele devin realitate … iar realitatea, de vis!

A few Oxford students seemed somehow familiar with the notion, localizing it in Europe, but the light in their eyes only sparkled intelligently on hearing Transilvania, written with a Y in their acceptable ignorance.

Romania’s image has got over the 0 kilometre, but only on the reverse. The British (and international) mass-media push, generally but not entirely, the minuses’ treadle, because good news is not news. Until not long ago, the Romanian authorities did not join the eternal race for balancing the image of the country that, theoretically, they work for.  Now and then, they wave a peace scarf from their stalls, or whisper a treat once in a presidential mandate.

But they fail to defend or represent the Romanians from the Diaspora, who often goes to work with their glances sown to the ground while the person sitting next to them in the tube is reading a Right-handed newspaper literature about the Romanian criminals who came to be pour the last drop over the British immigration patience.

The British PR specialists rightly state that Romania needs a serious introspection, which should result in a clear, strong and exciting image. This week, a few of them tried to define Romania’s image in a European consciousness context and to offer a few tips in the country’s branding CPR out of the chocking provoked by lack of PR expertise or by the negative media avalanche offered to the British public as a substitute for circus, beside the elective bread, anticipated increasingly by the Tories.

The Foundation Idę for Romania has brought to London’s Westminster University three writers, all professors, out of which two are PR specialists and one is a former BBC reporter. Vessa Golsworthy left communist Serbia in 1986 to come to a Thatcherite Great Britain. She worked with the BBC World Service and now teaches at Kingston University. She published Inventing Ruritania and Cernobyl Strawberries. Simon Goldsworthy teaches PR at Westminster University and co-signs with Trevor Morris – the third guest – the book entitled Public Relations for the New Europe.

Here are extracts from their speeches about the image of and imaging Romania in European context.

Lack of meaningful image

Trevor Morris (PR specialist): “I’ve asked a few British what they knew about Romania. You would be surprised to hear that number one on the list was Dracula/Transilvania. Some of them were uncertain if that was in Romania. A few more educated friends mentioned Olivia Manning with her books The Balkan Trilogy. I know that some Romanians don’t like those books.

Personally, I’m a huge fan and I have to say they made me want to go to Romania. Some people recalled the Romanian football team from the 1998 World Cup, when they all dyed their hair. Three contradictory, certainly very different, images of Romania, but one has to say: not very deep images.

Overshadowed by its shadow

Simon Goldsworthy, an expert in Public Relations, visited Romania extensively. Together with Trevor Morris, he co-signs the book entitled Public Relations for the New Europe.

“I visited Romania many times: the first time – as a school boy, with a party of teenagers crossing the country on our way to the former Soviet Union. It was the prospect of visiting the former USSR that actually attracted people in this trip. But as our bus drove through the picturesque villages of Transilvania, and this fairy tale tows and lurched through the spectacular scenery of the Carpathian Mountains, it was actually Romania and the Romanian people that actually fascinated me and my companions.

So we asked our English organizers why Romania hasn’t been featured more heavily when they first promoted this tour. And they responded – and I think they were right to do so – that very few people would have signed up for a tour of this kind to what was a little known country.

‘National image is a movable feast’

Among our students here are an increasing number of talented Romanians, testimony, if you’d like, for the increasing interesting in Public Relations in their homeland. When Trevor and I published this book last month or so (…), we insisted that we had the Romanian flag on the cover.

I can’t claim to be an expert on Romania. There’s plenty I don’t know. But not knowing too much can sometimes be an asset when it comes to responding to PR challenges. Experts are often too close to the challenge. They cannot see the strengths and weaknesses that others on the outside see them. They lose perspective. Perhaps the best PR advice comes from people that know rather more than their target audience, but less than those true experts.

And I thing that in Romania’s case, external PR people, working beside Romanians, should ideally be able to bring a fresh understanding of the PR challenges that face Romania and help Romania to relate to external audiences. This focus on the country’s images is very topocal, a reminder that countries, like companies, have to compete and that the image they project is vital part of the process. National image is a movable feast.

Romania’s emotional level remains massively unexplored

If we’re looking at the perceptions of countries, let’s look first at the brand or emotional level. In Romania’s case, a special place must be given to the country’s natural beauty and the built environment: from the painted monasteries of the Bucovina, to the time capsules cities of Transylvania and Banat, from the wild life of the Danube Delta, to the unique urban character of Bucharest.

These are more feature of Romania maybe better known than before in London and elsewhere. But they remain massively under-explored. If one looks around the world, there is a precedent for iconic celebrity buildings serving as effecting national brand ambassadors. Something to bear in mind.

Find the country an up-to-date identity

The brand also depends on how outside the country is perceived in terms of its popular and high culture: ranging from films, TV, sport, and music to history, art and literature, even popular local products, and including not just elevated cultural achievements, but also popular celebrities.  Few countries can score in all these grounds. Romanian theatres and films might have enjoyed births of success, which should not be ignored. Romania can hardly rest on its laurels. It needs to do more to reach higher markets.

No one can doubt Romania’s historic contribution as an island of Latin civilization to high culture: Ionescu, Eliade, Tzara, Brancusi… The list goes on. But these are not enough to be brand ambassadors in today’s world. Romanian products need to make their mark. Sadly, there are very few truly prominent people identifiable as Romanians and with whom outsiders can identify. People like to give faces to countries.

Looking into local foreign mirrors

The cultural image makers may not necessarily be Romanian. Olivia Manning’s Balkan Trilogy may not be to every Romanian’s taste, but it had a huge impact on how people in the outside word that had come to see Romania and has encouraged people to take interest in the country.

The book of the ill-informed writer, Bram Stocker, has had an impact on people’s perceptions on Romania. And to give another example, long ago, before the WWII, the Romanian government subsidized a book on the country by a well-known British writer. I was thinking that maybe today Romania should take the exciting step of appointing a series of foreign writers in residence.

Image branding is like martial arts

This brand image of a country takes time to amass. And it often raises above short-term political preconceptions and engages audiences at an emotional level. Romania may be currently short of some of the raw materials needed to improve its national brand image and internationally.

But not only are the Romanian natural beauties and architecture priceless, and its history rich, but the very fact that Romania is little known and less understood can become an asset. In a way, it’s rather like a marshal art in which one’s weakness can become its strength. (…) My personal feeling is that Romania should play into a mild sense of mystery. Being exotic is better than being boring.

‘How a country reacts to a crisis says a lot about it’

Public relations could help tell the story. And Romania has a fascinating story to tell. Romanians need to keep producing new exciting chapters. Any PR campaign, however ingenious, needs raw material: interesting high quality Romanian products to describe, inviting Romanian investment opportunities, enthusing Romanian holiday destinations. And, at a certain time, one mustn’t forget that they need to lay any anxieties that people may have about the country.

Brand image of this type evolves slowly. It’s not about quick fixes. It is worthy of seriously, long term investment, because it enables the country to get over the heads of its critics and reach out directly to overseas populations. It’s also like a reserve of cash for a rainy day. If and when Romania encounters difficulties or faces crisis – every country does from time to time – it can cushion the blows at least. After all, how a country reacts to a crisis says a lot about it. A well-handed crisis may actually improve the image of a country; a badly-handled one may damage it.

Consider the public and the relationship with it

In contrast to the emotionally-based brand, the concept of national reputation may seem more rational. It’s about what you do, say or what others say about you. This involves how countries promote, explain or justify the political and economic actions that they may take.

In theory, this is what determines the responses of governments, international organisations and business, including inward investment. This is also what requires long term determined public relationship building. In practice, this process of brand building and national reputation are not quite as distinct as one might think, because no one is entirely rational. The emotional response that I described earlier affects everyone. And governments have forever to consider public opinion as they relate to other countries, and businesses have to consider the responses of their stake holders.

Of course, many of the key tasks of Romania are for Romanians to accomplish, and no one doubts the ingenuity of the Romanian people. High powerful external expertise can make a powerful contribution working in concert with Romanian talent. The best resort for cool-headed, detached advice. It can relate immediately to extern audiences and the media simply because it is more familiar with them. It can contribute with experience for older PR market places. That must be easier than reinventing the wheel.

What do you know about Romania when you don’t know anything about Romania?

Vessa Godsworthy has been dealing with the ways of imagining Romania, her specialty for the past 20 years. She was working for the BBC at the time when Ceausescu’s rule came to an end, and she happed to be in Serbia at that time.

“We took the first train from the Danube station in Belgrade, a completely empty, overheated train which went east, towards Timisoara. The only few passengers got off on the Serbian side of the Banat. No one was going to Romania other than journalists at that stage. What I realized at that point was that, although I grew up literally within 200km from Romania, I knew nothing about it. It was a voyage of discovery and I fell in love with Romania at first sight.

Those who loved Romania in December 1989 love it at any time, because that was really the pits, the frozen pits. I also realized that I was travelling to Romania with two English books. It was interesting that us, in the Balkans, knew so little about each other and wrote so little about each other, that we used English books to study each other. Romanian poetry was translated in Serbian. But if you wanted to get a sense of the world, you had to study it relatively more detail. So I became fascinated with these invented countries of the Balkans.

Hence my book came to be called Inventing Ruritania. Ruritania is one of those imaginary lands created by Anthony Hope in the 1890’s, when it was very difficult to tell one Balkan country from another. (…) I started studying not history, but imaginary lands. And I started using those imaginary lands (…) to actually think of this problem: what do you know about the Balkans when you don’t know anything about it? By analogy, what do you know about Romania when you don’t know anything about Romania?”

The need to deny the Balkan-ness

“Romania, very often in English books, is referred to as the least known of the Balkan countries. But Romania doesn’t really think of itself as Balkan). And with some right: I often point to an article by Elena Zamfirescu – who was a deputy foreign minister at the time of the wars in former Yugoslavia – this lovely article called Flight From the Balkans, where she argued that Romania was Central European, and even Western, because of the Latin language and Latin influences.

So, you can think about symbolic geography and mind maps. Where exactly does Romania belong in terms of its culture, in terms of its identity? If you have the need to deny your Balkan-ness, than perhaps you’re ipso factum Balkan, since England, in many ways, does not have that need.”

The last vampiric homeland

“I gave a lot of lectures about Dracula and I wrote about him. You can’t talk about the image of Romania without mentioning Dracula. I think it is something Romania actually needs to exploit. Dracula is one of the most powerful brands of the world’s entertainment industry. A hugely valuable brand. So if you can’t beat it, join it. But join it on your own terms. That means don’t change the country in order to suit Dracula industry, but if the people come to your country to see Dracula’s castle, they will be surprised to see one of the most beautiful and Western castles.

You should remember that there is a kind of ambivalence about Dracula, even in its very creation. First vampires in British fiction came from Serbia, in the 1850s. Some of the vampires in English literature were Austrian.

The vampires migrated eastwards. As Europe comes to be discovered further and further, Romania at the edge becomes the last vampiric homeland. Bram Stocker chose the very edge of the European continent, creating the most powerful brand, without actually ever setting foot in the Balkans.”

The real place does not matter

“Transilvania sounds like an unreal place. When I was publishing Inventing Ruritania, the marketing department at Yale University Press said ‘Please, please call it inventing Transylvania!”. How could I call it Inventing Transylvania, because Transilvania is a real place? And they just stopped.

There was a group of people in the room, mostly Americans, who, at that stage, had no idea that Transilvania is a real existing place. In a sense, it does not matter. It is a real place, but it does not matter. My hobby is producing photographs of Romania, showing them and asking: guess which country this is?”

Zagreb, Romania’s capital

“One of the beauties of imagining Romania is that you endlessly rediscover it. What I said about Transilvania goes for Romania as a whole. It’s almost chameleonic in the international imagination. No one knows actually how it looks like. It can be anything. It was used as Kazakhstan in Borat, it was used as Virginia (American state) in Cold Mountain – a Civil War epic.

On the other hand, when Olivia Manning Balkan’s trilogy was filmed by the BBC, because this was in the time of Ceausescu, they used Zagreb, the capital of Croatia, as Bucharest. The BBC imagined that any little quaint Austro-Hungarian provincial town would do. I’ve never seen anything as ridiculous as that until I saw Casino Royal, which was supposed to be set in Montenegro, but was filmed in the Czech Republic.

Exoticism at Europe’s door step

Romania is endlessly re-imagined and reinvented. A place which is endlessly talked about to be at the back of beyond, whatever the back of beyond means. I have this excerpt saying: “Because of the country’s obscure geographical position in Europe’s back of beyond, events in Romania, no matter how terrible, have always assumed a remote side-show quality to people in the West”. I actually think that you should make virtue of that side-show quality.

That in fact, no matter how often you invite people to reinvent and re-imagine Romania, you could always use the ‘Discover Romania’ as your motto, because you’re endlessly discovering and rediscovering it. It is a country which is exotic, yet on your door step, which is an invitation that can be endlessly repeated because it somehow manages to remain unknown. I don’t know why.

Tourism vs. Politics

And for tourism, in the era of globalization, that marketing of difference or particularity of ethnic difference creates enormous value. It seems to me that when you’re branding a nation, because the country is not a corporation, there is always a set of competing interests. So what suits tourism, the exotic difference, does not suit politicians. Because politicians would like to say is that Romania is exactly the same as any other European country. I think this kind of tension represents a challenge as well.

Drop the folklore. Where is today’s Romania?

Toby Moore, Public Relation expert from Monument PR, gave us his opinion on the folkloric show the Romanian embassy has organised for celebrating the 1st of December in London.

“Judging by the festive celebration that the ambassador organised for Romania’s National Day, I would like to offer my feedback. We do not have national folkloric costumes. He invited business persons, diplomats and ‚all the usual suspects’ to the Royal Automobile Club for a folkloric event. I wish I saw the Embassy. I wonder why he chose that location. The image such a performance conveys is of a backward country, one that lacks present and freshness. What does that say about Romania’s present? How is it representative?

I believe he should have organised something much bolder. I would have loved to see a Romanian rock concert. Music is the youth’s currency and it transgresses all barriers. Even something edgier would have worked. People would have said wow! and would have remembered it. I would drop all the folklore initiatives from now on. We know that already. Bring us today’s Romania. And involve the Romanian youth from the Diaspora.

Article by Crina Boros, first published here.

De mai bine de un an de zile Agentia pentru Strategii Guvernamentale (ASG) face eforturi pentru selectia unui consultant. Acesta ar fi avut de realizat un caiet de sarcini pentru o licitatie internationala vizand alegerea unei companii care sa se ocupe de proiectul „Branding Romania“. Desi nicio agentie locala nu s-a aratat interesata de aceasta initiativa, proiectul continua, iar reprezentantii ASG se pregatesc in aceasta luna de o noua licitatie.

De aceasta data va fi aleasa compania ce va realiza o cercetare mai ampla, pe mai multe grupuri tinta. „Sper sa demaram si un proiect pentru identitatea vizuala, o componenta importanta a brandului. In general, se propun manuale de identitate vizuala care definesc o anumita forma de grafica, imagine, logo“, spune Alfred Bulai, presedintele ASG.

Toate bune si frumoase, insa specialistii in domeniu il contrazic. „Brandul unei tari inseamna programe sociale, economice, culturale, de arhitectura, de diaspora, de invatamant si educatie. Pana se ajunge la design si campanie de imagine trebuie muncit un an si jumatate pe aceste lucruri“, este de parere Aneta Bogdan, managing partner Brandient.

In opinia lui Bogdan Branzas, CEO al firmei Branzas, constructia unui brand porneste intotdeauna de la stabilirea obiectivelor care trebuie realizate. „Odata obiectivele determinate, exista trei etape principale: analiza, creatie si implementare. Si aici nu ma refer la creatie vizuala, ci mai mult la strategie de brand si comunicare“, precizeaza Branzas.

Ce spun specialistii ca trebuie facut pentru ca acest proiect sa aiba succes? „Este nevoie de curaj, vointa, tenacitate si o abordare pe termen lung, dar si rabdare. Este un program ce trebuie aplicat de cei din afara scenei politice, din sectorul public si privat, sport si cultura“, spune Wally Olins, specialist britanic in branding. Tentative au mai existat. Bogdan Enoiu, directorul general al agentiei de publicitate McCann-Erickson, a incercat in urma cu sase ani sa faca un parteneriat public-privat, dar nu a reusit. „Cineva trebuie sa conduca procesul cu o mana forte“, spune Enoiu.

Ioana Iordache, CEO Leo Burnett&Target, este de parere ca inainte de a cauta un „expert“ intern sau extern care sa preia proiectul, Guvernul ar trebui sa identifice ce avem „de vandut“ lumii, sa facem acel lucru credibil si acceptat de noi romanii si pe urma sa alegem cu cine si cum sa-l facem cunoscut. „Brandul de natiune trebuie sa fie un proiect colectiv, nu unul aflat prea evident in curtea unei singure institutii sau organizatii. Si trebuie propulsat de figuri proeminente si respectate, din intreg spatiul public“, spune si Stefan Liute, director de strategie al Grapefruit.

Teoretic, un prim pas a fost facut prin lansarea celui dintai brand sectorial, romaniaIT. Vor mai fi si alte domenii. Insa si in acest caz parerile expertilor sunt impartite. Simon Anholt, specialist in branding de tara, considera ca inceputul este bun. „Cred ca este important ca brandurile sectoriale sa nu fie facute separat. Crucial, si acum urgent, tocmai datorita brandului IT, trebuie ca Guvernul sa aduca tot acest proces sub o singura strategie“, adauga Anholt.

Si Bogdan Branzas saluta acest demers al autoritatilor romane, in timp ce Aneta Bogdan spune ca trebuia inceput cu brandurile comerciale. „Orice brand bun de pe piata locala, sustinut de un produs bun, se duce pe o piata straina si pozitioneaza prin el insusi Romania“, precizeaza ea. Sceptic este si Adinel Tudor, senior partner Trout&Partners Consulting Romania, care se teme ca brandul romaniaIT este in acest moment o marca inregistrata la OSIM, care nu pare sa aiba in spate o strategie de marketing.

Cat ne costa brandul de tara?
Majoritatea specialistilor este de parere ca e mai scump sa schimbi o perceptie negativa intr-una pozitiva decat sa creezi una pozitiva pornind de la zero. O veste buna pentru noi, daca tinem cont si de rezultatele unui sondaj comandat de ASG, conform caruia, pentru 46% dintre germani, Romania este o tara necunoscuta.

Cu alte cuvinte, brandingul de tara nu ar trebui sa ne coste foarte mult. In acest moment, banii exista. Potrivit presedintelui ASG, bugetul estimat, pentru etapele din acest an, va fi de circa doua milioane de euro. Problema este ce facem cu ei.

In opinia lui Wally Olins, daca am aduna banii cheltuiti pentru proiectul „Sibiu-capitala culturala europeana“, cei alocati pentru promovarea turismului si cei pentru atragerea investitiilor straine, am constata ca suma se ridica la mai multe milioane de dolari, fonduri ce ar putea fi folosite in mod coerent pentru crearea cu succes a unui brand de tara. Dar costurile acestui proces au mai multe componente, numeroase natiuni platind sume consistente pentru a afla care este valoarea brandului lor.

Desi nimeni nu a facut aceste calcule si pentru Romania, Simon Anholt spune ca, datorita cresterii productivitatii exporturilor, investitiilor straine si chiar a turismului, se poate ca aceasta valoare sa nu fie foarte mica. Pe de alta parte, insa, Wally Olins crede ca aspectele de genul acesta nu conteaza. „De ce vreti sa stiti care este valoarea brandului, daca nu-l va cumpara nimeni? Cred ca asa ceva este o pierdere de timp si bani“, spune el.

Totusi, ce anume ar aseza Romania pe harta lumii? Bogdan Enoiu mizeaza pe ajutorul romanilor stabiliti in strainatate. „Noi putem sa credem ca facem brand de tara, dar romanii din Spania comunica mai mult decat vom putea noi sa facem plasand reclame in Madrid“, spune el. Aneta Bogdan aminteste de avantajele pe care le ofera agricultura ecologica, spunand ca aceasta ar putea fi o optiune, dar nu neaparat cea mai buna. „Mie nu-mi convine sa ma pozitionez in agricultura. Ce viitor este acesta pentru tineri?“, completeaza ea.

Chiar daca in ceea ce priveste modul in care trebuie construit brandul de tara opiniile sunt divergente, un lucru este cert: brandul trebuie construit, el fiind un instrument modern de management pe care orice tara il foloseste pentru a se diferentia.

Brandul Uniunii Europene
EURO-SCEPTICISM Dintre statele membre, englezii par a fi cei mai putin impresionati de Europa, dupa danezi, care sunt mai euro-sceptici. Alte tari mai euro-sceptice decat Marea Britanie sunt Japonia, Noua Zeelanda, Australia si SUA. Argentina, Cehia, Polonia, Rusia si Egipt spun ca UE este cea mai impresionanta natiune.

STUDIU Potrivit Nation Brands Index, brandul UE este foarte apreciat mai ales datorita valorii brandurilor tarilor membre decat al institutiei insasi.

Un proiect in desfasurare
Dupa licitatia din 2006, AGENTIA PENTRU STRATEGII GUVERNAMENTALE continua programul pentru construirea brandului de tara. Acesta se va desfasura in mai multe etape:
• in aceasta luna, ASG va selecta o companie care sa realizeze un audit pe mai multe paliere
• urmeaza etapa stabilirii identitatii vizuale a brandului (logo, imagine, grafica etc.)
• etapa de constructie si management a unor campanii care sa se desfasoare in spatiul Uniunii Europene
• durata estimata pentru finalizarea proiectului: trei ani
• bugetul alocat pentru acest an: circa doua milioane de euro.

Constructia unui brand de tara depinde in primul rand de vointa guvernatilor. Daca acest lucru va deveni o prioritate guvernamentala, si nu o actiune de marketing a vreunui minister, imaginea Romaniei poate sa se imbunatateasca in doi-trei ani, apreciaza Simon Anholt, specialist in branding de natiuni.

Capital: Care sunt valorile ce ar trebui sa stea la baza brandului Romaniei?

Simon Anholt: Asta e intrebarea nr. 343… Mi-ar placea sa incep cu intrebarea nr. 1, si anume: „De ce?“ De ce este Romania interesata de acest subiect? De fiecare data cand ma intalnesc cu oamenii din Romania, mi se spune acelasi lucru: „Nu ne place imaginea noastra, credem ca e foarte negativa“. Si eu le spun ok, dar „de unde stiti care este imaginea Romaniei? Ati facut studii detaliate sau doar ghiciti?“ A treia intrebare este: „De ce aveti aceasta reputatie?“ Este cea mai grea intrebare dintre toate, pentru ca trebuie sa fiti foarte sinceri si sa va intrebati: „Ce am facut sau ce nu am facut ca sa meritam reputatia asta?“ Si cred ca de abia atunci sunteti la inceputul procesului.

Pasul urmator este crearea unui grup de oameni competenti, care sa coordoneze acest proiect. As sugera ca din acest grup sa faca parte presedintele, primul-ministru, ministrul de externe, ministrul culturii, ministrul educatiei si cel al economiei. Pe langa ei, cred ca ar fi potriviti si doi sau trei directori executivi ai celor mai mari companii romanesti cu activitate pe plan international si, probabil, o figura publica importanta, de exemplu, un sportiv celebru.

Capital: Este mai usor sa construiesti o imagine pozitiva pornind de la zero decat sa refaci o imagine negativa?

Simon Anholt: Experienta mea imi spune ca daca ai orice fel de imagine, chiar si negativa, pornesti cu un avantaj considerabil, pentru ca daca existi deja in mintea acelei persoane exista un loc pentru tine in viata ei. De exemplu, s-a vorbit mult in ultimul timp despre filmul Borat si efectul pe care l-a avut asupra Kazahstanului. Toata lumea, inclusiv Guvernul, vorbeste despre cat de dezastruos este acest film pentru tara din punctul de vedere al PR.

Eu nu sunt de acord. Cred ca e foarte benefic pentru tara, pentru ca a facut-o celebra. Daca esti in New York si ii spui cuiva pe strada: „Sunt din Kazahstan“, omul va spune cu siguranta: „A, Borat!“ Daca spui: „Sunt din Tadjikistan“, va ridica din umeri. Desigur, important este si ce lucruri au provocat imaginea negativa. Cred ca imaginea negativa a Romaniei este cauzata de un vacuum de imagine, pentru ca nu exista cu adevarat informatii despre tara dvs.

Capital: Cat ar dura construirea unei imagini pozitive pentru Romania?

Simon Anholt: Cred ca niste schimbari importante ar putea aparea in doi-trei ani, daca problema va fi tratata ca o prioritate guvernamentala, si nu ca o problema de marketing ce trebuie facuta de Ministerul Turismului. De asemenea, este important sa nu se incerce sa se schimbe in totalitate imaginea tarii in toata lumea, pentru ca nu este posibil. Daca se vor lua in considerare cateva tari importante, stabilindu-se obiective realiste, de genul schimbarii perceptiei Romaniei in tara Y, in doi-trei ani, cred ca se poate face aceasta schimbare. Pentru o schimbare la un nivel mai mare decat acesta, de tipul celei in urma careia pot opri pe oricine pe strada, in New York, si intrebandu-l de Romania, el iti va zambi: „Aaa, tara aceea minunata din Europa de Est!“, este nevoie de 20 de ani.

Capital: Care este bugetul necesar pentru construirea unui brand de tara?

Simon Anholt: Chiar nu este nevoie de multi bani. Pentru ca Romania sa-si schimbe imaginea, trebuie sa inoveze in tehnologie, in educatie, in societate, in cultura, in turism. Daca faci multe lucruri noi, la standarde mondiale, atunci oamenii incep sa fie atenti. Deci intr-un anume fel, amuzant, brandingul de natiune, sau cum imi place mie sa-l numesc, „identitate competitiva“, este gratis, nu costa nimic. Normal, consultanta mea costa, dar eu sunt doar un om, nu sunt foarte scump.

Capital: Daca Bucurestiul ar avea un brand bun, ar putea ajuta la crearea unei imagini mai bune despre Romania?

Simon Anholt: Este o intrebare interesanta. Ar trebui sa masuram brandul Bucurestiului si brandul Romaniei si sa vedem care e mai puternic. Nu stiu acest lucru acum si toate depind de raspunsul acesta. De exemplu, Praga este un brand mult mai puternic decat cel al Cehiei, si daca vrei sa imbunatatesti imaginea Cehiei trebuie sa te folosesti de Praga. La fel si in cazul Paris – Franta. Paris este un brand mult mai puternic decat Franta. Amsterdamul are o imagine mai buna decat Olanda.

New York-ul are o imagine mult mai buna decat SUA, pentru ca politica externa a Americii este foarte nepopulara in acest moment, dar nu New York-ul a invadat Irak-ul. Este un lucru destul de obisnuit ca orasele sa aiba o imagine mai buna decat tarile. Sunt insa si cazuri opuse. De exemplu, Islanda are o imagine foarte buna, Reykjavik nu are nici o imagine. Deci ar trebui facuta o masuratoare inainte de toate. Banuiala mea e ca Bucurestiul nu are nici o imagine, este aproape necunoscut, exceptand vecinii tarii, in timp ce Romania are totusi o imagine, chiar daca e negativa.

Capital: Ce sfat aveti pentru Guvernul Romaniei in privinta brandingului de tara?

Simon Anholt: Cred ca ar fi mai bine sa ma sune ei.

Specialist in evaluarea brandurilor de tara
Simon Anholt este un consultant independent al mai multor Guverne din diferite tari, orase si regiuni, pe probleme de branding in diplomatie, dezvoltare economica, relatii publice, relatii culturale, comert, turism si promovarea exporturilor. In prezent, realizeaza brandul de natiune pentru 23 de tari, printre care Marea Britanie, Islanda, Suedia, Germania, Tanzania, Jamaica, Botswana si Bhutan. Este fondatorul si autorul a trei mari studii despre reputatia locurilor: Indexul Brandurilor de Natiune, Indexul Brandurilor Oraselor si Indexul Brandurilor Statelor din SUA.

Nu exista tara fara imagine, mai buna sau mai proasta. Un brand de tara se pregateste intr-un an, dar constructia lui poate sa dureze zece. „Miscati-va fundul si faceti-l“, este indemnul lui Wally Olins, un reputat om de branding, catre autoritatile romane.

Capital: De ce este important ca o tara sa aiba un brand?

Wally Olins: O tara este cunoscuta de diverse grupuri de oameni, de turisti, de investitori si daca acea tara intra in competitie cu alta pentru aceleasi lucruri, atunci este evident ca trebuie sa concureze intr-un mod care sa o faca mai atractiva. Asta inseamna ca trebuie sa-si construiasca un mod coerent de a exprima cine este. Asta se poate numi un brand. Cu alte cuvinte, brandul are o valoare economica, culturala, sociala si diplomatica.

Capital: Este posibil ca o tara sa traiasca fara un brand?

Wally Olins: Tara exista, deci are oricum un brand. Poti avea grija de acel brand sau nu. Daca nu, oamenii vor avea oricum o parere despre tara respectiva. Asa ca, fie ai grija de acel brand, il folosesti intr-un mod avantajos, fie nu te mai deranjezi deloc. Sau poti sa spui azi ceva despre turism care nu are nici o legatura cu ce spui a doua zi. Asta nu inseamna ca oamenii nu stiu cine esti, dar sunt confuzi sau cred lucruri despre tine care nu iti plac.

Capital: Romania a aderat la UE si Sibiul este capitala culturala europeana. Credeti ca ar fi un moment favorabil pentru lansarea unui brand al Romaniei?

Wally Olins: Este cam tarziu, nu credeti? Aceste lucruri nu se fac repede, pentru ca nu este vorba de o campanie de publicitate. Daca Romania s-ar fi gandit serios la pozitia sa in Europa acum trei ani, cand stiati ca e foarte posibil sa intrati in UE in 2007 sau 2008, atunci ar fi fost un moment bun sa faceti studii, sa aflati cum este perceputa Romania in diferite locuri din lume sau din Europa. Atunci ar fi fost momentul sa legati activitatile din Sibiu cu tot felul de alte activitati in care Romania va fi implicata. De exemplu, echipa de gimnastica a Romaniei va merge la Olimpiada in vreo doi ani. Acest lucru ar fi putut fi legat de alte caracteristici. Un alt lucru important pentru Romania este fabricarea de masini Logan. Sibiu, echipa olimpica si Logan ar spune lucruri despre Romania pe care putini oameni le stiu.

Capital: In cat timp am putea vedea un progres al brandului Romaniei?

Wally Olins: In aproximativ un an se pregateste un brand si cam in zece ani se observa o schimbare. Daca va uitati la tari de succes, precum Noua Zeelanda sau Spania, veti vedea ca perceptia se schimba cand se schimba realitatea. Spaniei i-au trebuit 10-20 de ani pentru a schimba perceptia si realitatea. In Romania, realitatea este in schimbare. Lucrurile se schimba si trebuie sa schimbati perceptia in acelasi timp cu realitatea. Important este cum poti sa iei ceea ce exista si sa schimbi perceptia, atat pe plan intern cat si extern, in asa fel incat sa se alinieze realitatii.

Capital: Intre a lucra cu o tara care nu are imagine si una care are o imagine proasta, care este alegerea mai usoara?

Wally Olins: Nu exista tara fara imagine. Romanii au o imagine despre tara lor. Felul in care Romania este vazuta in exterior are legatura cu perioada lui Ceausescu. Romania ajungea in presa straina cand se intamplau lucruri negative. Cand lucrurile mergeau bine, nu aparea. Daca ma intrebati daca as lucra cu o tara cu al carei comportament nu sunt de acord, va spun ca nu. Sunt multe tari pentru care nu as lucra.

Capital: In Germania, de exemplu, sunt mai multi oameni care nu stiu nimic despre Romania decat cei care stiu lucruri negative…

Wally Olins: Vor exista multi oameni care nu stiu nimic despre Romania si multi care au o imagine negativa si cativa care au o imagine pozitiva. Trebuie sa acceptati ca Romania nu este o tara foarte importanta in lume, trebuie sa acceptati lucrul asta. Asa ca este foarte posibil ca oamenii din Australia, de exemplu, sa nu stie nimic despre Romania, decat daca au vreo legatura cu tara. Si de ce ar sti? De ce ar avea romanii pareri despre Africa de Sud de exemplu? Nu stiu si nici nu le pasa.

Capital: In afara de bani, ce altceva mai este necesar pentru construirea unui brand bun?

Wally Olins: Este nevoie de curaj, vointa, tenacitate si o abordare de termen lung. Rabdare. Nu trebuie sa va implicati in luptele dintre politicienii din diferite partide, care folosesc brand-ul drept unealta sa demonstreze cat de patriotici sunt ei. Asta nu este un instrument pentru politicieni. Este un program de lunga durata, ce trebuie aplicat de cei din afara scenei politice, din sectorul public si privat, sport si cultura.

Capital: Ce sfat aveti pentru autoritatile romane in legatura cu brandul de tara?

Wally Olins: Miscati-va fundul si faceti-l odata! Faceti-l asa cum trebuie si nu va asteptati la rezultate rapide!

via: www.iqads.ro