<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.</p></abstract>

The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.

The impact of nation branding campaigns on country image. Case Study: Romania

The Bucharest University of Economic Studies

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The impact of nation branding campaigns on country image. Case Study: Romania"}

The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on...

The impact of nation branding campaigns on country image. Case Study: Romania

Publié en ligne: 22 août 2017

Pages: 222 - 236

DOI: https://doi.org/10.1515/mmcks-2017-0014

Mots clés
nation branding, country image, nation branding campaign, globalization, comparative analysis, SWOT

© 2017 Anca-Georgiana Andrei, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The impact of nation branding campaigns on country image. Case Study: Romania

Publié en ligne: 22 août 2017

Pages: 222 - 236

DOI: https://doi.org/10.1515/mmcks-2017-0014

Mots clésnation branding, country image, nation branding campaign, globalization, comparative analysis, SWOT

© 2017 Anca-Georgiana Andrei, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
nation branding, country image, nation branding campaign, globalization, comparative analysis, SWOT