Promotion of Romania's image and identity: traditional and modern promotion techniques and methods
Promotion of Romania's image and identity: traditional and modern promotion techniques and methods

Summary/Abstract: The purpose of the present paper is to provide an overview of the challenges posed by the multiple possibilities of promoting Romania's image and identity, both internally and externally; at the same time, the present paper answers some questions about building Romania as a brand, revealing to readers various factors that influence the way in which the country’s image and identity are perceived. Also, this article provides information regarding the factors that have negatively influenced the process of nation branding until now, and about the opportunities that Romania could exploit in order to build a strong, unique and attractive nation brand. This topic was chosen because, in the present context, the country suffers from an image deficit and the current process of nation branding -particularly the way in which is communicated within- requires a real incentive in order to achieve its objectives. In order to write this paper, the authors reviewed the literature in the field, their contributions consisting in identifying and exposing the importance of combined usage of methods and influence techniques utilized for promoting the country's image and identity in a world of diversity, considering the imperative of promoting Romania as a particular, unique and different brand that promises and generates loyalty.

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