A Review of Strategic Options for Achieving a Country Brand for Romania
A Review of Strategic Options for Achieving a Country Brand for Romania
Author(s): Ruxandra-Irina Popescu, Răzvan-Andrei CorboşSubject(s): National Economy, Economic development, Marketing / Advertising, Tourism
Published by: EDITURA ASE
Keywords: country brand; tourism brand; image; strategic options; promoting campaigns;
Summary/Abstract: Since 20 years ago our country brand is unsuccessfully looking for its identity. Although over time numerous attempts were made, none of the projects was successful. Sashi Tharoor – a specialist in country brands – said that „for a country to become a valuable brand it must be the country with the story”. Which is Romania’s story then? Where should it start and where should it end? Who would be the best story-teller? And who would be the listeners? These are some questions to which this article is aimed to answer.
Journal: Revista de Management Comparat Internațional
- Issue Year: 11/2010
- Issue No: 5
- Page Range: 881-893
- Page Count: 13
- Language: English