Brand and Nation. Branding in the case of Romania
Brand and Nation. Branding in the case of Romania

Summary/Abstract: In recent years the whole world has turned its attention towards Nation Branding. According to foreigners, Romania is characterized on the one hand by Dracula, Transilvania, Hagi, Nadia Comăneci and recently Dacia, on the other hand by crime, poverty and orphans. However, has Romania managed to become a brand? The present article presents the key campaigns in the field of nation branding for Romania. The method is the content analysis, the study objects are mainly articles from Romanian newspapers (Adevărul, Jurnalul Naţional, Cotidianul), as well as statements of relevant personalities from the Romanian advertising industry.

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