About The Romanian Way of Branding

Odette Arhip and Cristian Arhip
Additional contact information
Odette Arhip: Ecological University, Bucharest, Romania
Cristian Arhip: "Gr. T. Popa" University of Medicine and Pharmacy, Iasi, Romania

Annals of the University of Craiova for Journalism, Communication and Management, 2016, vol. 2, issue 1, 65-73

Abstract: To build a brand in Romania is not an easy or accomplished task. All the attempts after 1990 failed as they offered too general and unspecific features conveying no meaning about the country and its people. The present contribution mainly comments upon the campaign for Sibiu as a cultural capital in 2007. Although quite a long period passed and another Romanian city will have another chance in 2021, nothing seems to be improved. In 2007, the strategy was not coherent in its readability, listenability and visual presentation as a persuasive presentation of Romania. Too many foreign themes, subjects and structures were mixed up neglecting Romanian specificity or imposing an external perspective in which the target market cannot be found. No matter how well is crafted or superbly presented your message/brand, its communication value is defined by its own unique context.

Keywords: brand; Romania; icon; strategy; culture (search for similar items in EconPapers)
JEL-codes: M37 Z1 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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