The Potential of National Export Brands to Build a Nation Brand for Romania
The Potential of National Export Brands to Build a Nation Brand for Romania

Summary/Abstract: A country’s export brands can represent real „engines” for the development of nation brands. It is the case of Nokia and Finland, of Volkswagen, Audi, BMW and Germany, of Sony and Japan, which, by their quality and viability, constantly proved in long periods of time, have created positive associations in the minds of the people in many countries of the world. They create expectancies and they consolidate a trust-based relationship with customers. In the case of Romania, the export brands are, in most cases, unknown, even in the EU member states, our main commercial partner. This article presents a perspective on the existing perception of Romanian export brands in the country and abroad and draws attention on several threats and challenges for them on long term.

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