COUNTRY BRANDING IN A MULTICULTURAL WORLD. THE CASE OF ROMANIA
COUNTRY BRANDING IN A MULTICULTURAL WORLD. THE CASE OF ROMANIA

Summary/Abstract: Country branding or nation branding refers to the common images, perceptions and associations people have about a country or a nation. Therefore this concept can be an important tool used by countries to create, change or promote a distinct self-image and to gain international reputation. A country’s brand is strongly related to its image, both the self-image created and transmitted by its citizens and the image projected and interpreted by foreigners. At present in the context of globalization the strategy of positioning a country in front of the other “world players” has a key role in the international arena for commercial, economic and political purposes. That is why the aim of the present paper is to analyse the concept of country branding as well as the related concepts and to critically examine Romania’s branding campaigns and their effects, while also putting forward some suggestions for changing the stereotypes about Romania.

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