Placing Romania in the European and International Market: The Role of Image in building a Nation Identity

Soproni, Luminita and Stoica, Alina and Drinda, Roxana (2009): Placing Romania in the European and International Market: The Role of Image in building a Nation Identity. Published in: Luminita Soproni, Ioan Horga (eds.), Media and European Diversity/ Médias et Diversité Européenne, Bruxelles: Bruylant, 2012 , Vol. 8, No. Collection Voisinages Europeens (May 2012): pp. 239-254.

Abstract

Nowadays, image is radically important for any product, and even more so for a country. The image that a country displays to the world influences the attitude and perception of the other countries and people in general about itself. Romania is currently facing a brick wall in this area. Although the country is in a continuous change, the same cannot be said about the way others perceive it. Throughout this paper, we would like to point out the importance and part of branding in the development and positioning of a country, by trying to answer questions such as what a country should and should not do in order to have a good and representative image towards the exterior.

• Item Type: MPRA Paper
• Language: English
• Keywords: image, identity, differentiation, country branding
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

Olins, Wally, Noul ghid de identitate vizuală. Cum se creează şi se susţine schimbarea prin managementul identităţii (The New Guide to visual identity. How to create and sustain change through identity management), Editura Comunicare.ro, București, 2004

Olins, Wally, Despre brand (About Brand), Editura Comunicare.ro, Bucureşti, 2006

Olins, Wally, „Branding the Nation - the historical context”, in The Journal of Brand Management, April 2002, Vol.9, http://wallyolins.com/includes/branding.pdf

Olins, Wally, „The image of Spain”, http://wallyolins.com/includes/spain.pdf

Olins, Wally, „Poland a national identity”, http://wallyolins.com/includes/poland.pdf

Nicolescu, Luminiţa; Cojanu, Valentin; Popescu, Alina; Drăghici, Alina, “Developing Country Branding: a Key Factor for International Competitiveness”, in Paul Dobrescu, Andrei Ţăranu, Alina Bârgăoanu, Globalization and Policies of Development, Editura Comunicare.ro, Bucureşti, 2007

Rogojinaru, Adela, Relaţii publice şi publicitate: tendinţe şi provocări (Public relations and publicity: tendencies and challenges), Editura Tritonic, Bucureşti, 2006

Articles in the Romanian and foreign press

„Grupul de Iniţiativă pentru Promovarea Imaginii României” („The Group of Initiative for Promotion of Romania’s Image”), Website: Informis.ro, http://www.informis.ro/articole.php?aID=57

„The Way We Live Now: A New Poland, No Joke”, in New York Times, 1 December 2002, http://query.nytimes.com/gst/fullpage.html?res=9B03E4DA1E39F932A35751C1A9649C8B63

„Brand de ţară, cinste cui te are!” („Country brand, honor to he who has you!”), in Adevărul, 2 April 2008, http://www.adevarul.ro/articole/brand-de-tara-cinste-cui-te-are/340086

„Ca să îţi vinzi ţara, cineva trebuie să o cumpere!” („To sell your country, somebody has to buy it!”), in România în lume, No.2: Drumul spre centru – în căutarea identităţii naţionale, http://www.romaniainlume.ro/ro/publicatii/bi2/capitol2.pdf

„România, un brand plătit degeaba cu 8 milioane de euro” („Romania, a brand paid with 8 million Euros for no reason”), in Cotidianul, 9 November 2007, Website: Iqads, http://www.iqads.ro/revistapresei_7747/romania__un_brand_platit_degeaba_cu_8_milioane_de_euro.html

„Branding de ţară” (”Country Branding”), in Averea, 14 July 2005, Website: Iqads, http://www.iqads.ro/revistapresei_998/branding_de_tara.html

„Cum ne vindem ţara” („How to sell our country”), in Cotidianul, 12 July 2005, Website: Bloombiz, http://www.bloombiz.ro/cariere/cum-ne-vindem-tara

„Imaginea României, făcută ţăndări în Europa” („The image of Romania crushed in Europe”), 6 June 2008, Romanian Global News, Website: rgnpress.ro, http://www.rgnpress.ro/Social/Imaginea-Romaniei-facuta-tandari-in-Europa.html#Scene_1

„Guvernul spaniol pregăteşte o lege care să evite publicarea anunţurilor xenofobe” („The Spanish Government works on a law to avoid the publishing of xenophobic ads”), 6 June 2008, in Romanian Global News, http://www.rgnpress.ro/Social/Guvernul-spaniol-pregateste-o-lege-care-sa-evite-publicarea-anunturilor-xenofobe.html

„Una tienda de Mallorca prohíbe la entrada a "perros y rumanos", in El Pais, 13 May 2008, Website: ELPAIS.com, http://www.elpais.com/articulo/sociedad/tienda/Mallorca/prohibe/entrada/perros/rumanos/elpepusoc/20080513elpepusoc_4/Tes

Bogdan Munteanu, „Simbolul României la Euro 2008 – nişte burtoşi tuciurii, cu lanţuri groase de aur – VIDEO” („The Symbol of Romania at Euro 2008 – some fat dark people, with thick gold chains”), in Gândul, 6 June 2008, http://www.gandul.info/sportul/imaginea-romaniei-la-euro-barbati-cu-burta-si-lanturi-mari-de-aur-video.html?3941;2688666

„Virgin Media a prezentat scuze ambasadei României la Londra” („Virgin Media apologized to Romania’s Embassy in London”), 5 June 2008, Website: mediafax.ro, http://www.mediafax.ro/politic/virgin-media-a-prezentat-scuze-ambasadei-romaniei-la-londra.html?1687;2688951

„Quand un journaliste de M6 dérape et traite les Roumains de «voleurs de poules»”, 11 June 2008, Website: RFI, http://www.rfi.fr/sportfr/articles/102/article_67380.asp

„M6 mise en demeure par le CSA pour «propos injurieux»”, 10 June 2008, http://www.ozap.com/actu/m6-demeure-csa-injures/143492

„Scrisoare deschisă despre România” (“Open Letter about Romania”), în Brand4Brand, no.21, December 2007 - January 2008

„Programul Fabricat în România – premise” („The Made in Romania Program – Premises”), Website: fabricatinromania.ro, 7 June 2008, http://www.fabricatinromania.ro/prezentare/index.html

„Fabricat şi demontat în România” („Made and taken down in Romania”), in Banii noştri, 16 May 2005, Website: Branding România.ro, http://www.brandingromania.com/?p=34

Cristina Coteanu, „Cum ne vindem ţara” („How to sell our country”), in Averea, 11 November 2006, http://www.presa-zilei.ro/stire/462/vindem-tara.html

„Experţilor OTM nu le este pe plac sloganul „România mereu surprinzătoare” („OTM Experts don’t like the slogan “Romania, always surprising”), in Gardianul, 10 July 2007, http://www.gardianul.ro/2007/07/10/economie-c1/expertilor_omt_nu_le_este_pe_plac_sloganul_romania_mereu_suprinzatoare_-s97692.html

„România – Fabulospirit” va vinde imaginea României în UE” („Romania – Fabulospirit” will sell the image of Romania in the European Union”), 22 February 2007, Website: HotNews.ro, http://www.hotnews.ro/stiri-arhiva-1112791-romania-fabulospirit-vinde-imaginea-romaniei.htm

„Romania: un brand platit degeaba cu 8 milioane de euro” („Romania, a brand paid with 8 million Euros for no reason”), în Cotidianul, 8 November 2007, Website: Cotidianul.ro, http://www.cotidianul.ro/romania_un_brand_platit_degeaba_cu_8_milioane_de_euro-35377.html

„O nouă campanie de comunicare de tip Made in Romania” („A new communication campaign type Made in Romania”), 6 March 2007, Website: Brand Identity.wordpress.com, http://brandidentity.wordpress.com/2007/03/06/o-noua-campanie-de-comunicare-tip-made-in-romania/

„Pierdut brand de ţară, îl declar nul” („Lost country brand, I declare it null”), 10 April 2007, Website: Brand Identity.wordpress.com, http://brandidentity.wordpress.com/2007/04/10/pierdut-brand-de-tara-il-declar-nul/

„Sibiu-Capitală Culturală Europeană: bilanţ” („Sibiu – European Cultural Capital: Audit”), 4 December 2007, Website: Fabrica de bani.ro, http://www.fabricadebani.ro/news/5228/0/sibiu-capitala-culturala-europeana--bilant.htm

„Proiectul Imagine România” („Project Imagine Romania”), 13 September 2005, Website: Branding Romania, http://www.brandingromania.com/?p=58

„Interviu Wally Olins: Romania devine brand fără știrea ei” („Interview with Wally Olins: Romania becomes a brand without its knowledge”), in Cotidianul, 14 February 2007, http://www.cotidianul.ro/interviu_wally_olins_romania_devine_brand_fara_stirea_ei-22131.html