THE EUROPEANISATION OF ROMANIA AND THE PERSPECTIVE OF NATION BRAND
THE EUROPEANISATION OF ROMANIA AND THE PERSPECTIVE OF NATION BRAND

Summary/Abstract: The active participation of foreign investors in maintaining Romania's bilateral relations with other states, as well as their role in shaping the brand image of Romania, is more and more evident. Being a homogenous socio-economic category, the foreign investors succeed to be well represented at a central or local institutional level, by efficient and coherent lobbyism. The effective contribution to consolidating branding for Romania consists both in influencing the shaping of opinions regarding the Romanian business environment, but also in promoting values and the ethno-psychological and social pecularities of the Romanians. Attachment to Romania as investment country, but also the political-diplomatic and economic context of the last years, determined an active involvement of the Italian investors in sustaining Romanian-Italian relationships and, implicitly, the shaping of a brand image of Romania

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