Country Brand Building: Strategic Option or Natural Solution? The Case of Bulgaria
Country Brand Building: Strategic Option or Natural Solution? The Case of Bulgaria

Summary/Abstract: One of the assumed priorities by the Central and Eastern Europe countries in the last years was creating a consistent country brand. This option was chosen both from the natural need of capitalization of some natural and historic advantages to grow the added value at national level, and the objective desire of attractive positioning in the „concert of European Union’s countries”. The paper presents the main characteristics of the creation and development process of the country brands in Central and Eastern Europe and then focuses the elements which contributed to the „Bulgaria” brand improvement. So the vectors that decisively contributed to the built of a successful brand for the neighboring country are analyzed (offer, promotion campaigns, logo and slogan) and the efficiency of the investment efforts for its realization is synthesized. Also the continuity elements that would generate the efficacy of the new development strategy of tourism on the horizon 2009-2013 are presented, as useful and probed in practice tools for improving a successful brand.

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