THE COUNTRY BRAND- AN OBJECTIVE THAT IS DIFFICULT TO ACCOMPLISH

Gabriela Zai

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 889-894

Abstract: In a world where everything is a brand, countries cannot make an exception, even more so as they find themselves in an almost constant competition trying to attract tourists, investors, talents and credibility. A powerful brand attracts quality however, in order to be strong, a brand must also be positive, attractive and sustainable. Next to the brand, the country’s image represents one of the key-elements of promoting any country. Although Romania finds itself quite far from having a well-articulated brand and country image, efforts are being put in this direction and we hope that, in a not so distant future, they will be put to practice and have the desired effects.

Keywords: country brand; country image; promotion; tourism; touristic brand; touristic marketing; Romania. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:12:y:2018:i:1:p:889-894

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