PLACE BRANDING CASE STUDY: BRANDING ROMANIA

Places have long sought a defining image to drive their economic and social initiatives. Many of the branding strategies have been examined extensively and utilized in the marketplace. In a world of globalization, the marketing of places has grown in importance as countries, regions and individual destinations such as cities compete with one another in order to attract investment and visitors. Country branding has gradually gained importance during the past few years, having emerged concomitantly from public diplomacy, marketing, product branding, public relations and information management. This paper overviews the most important challenges of place branding. Branding Romania has been subject to many campaigns, debates, governmental actions, advertisements and promotion schemes. This paper is focusing on action undertaken so far by Romania, presenting experts opinion and comments on results.