IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v4y2009i4n10.html
   My bibliography  Save this article

Branding Romania: A PESTEL framework based on a comparative analysis of two country brand indexes

Author

Listed:
  • Eliza Bivolaru

    (Jacobs University, Germany,)

  • Robert Andrei

    (Academy of Economic Studies, Romania)

  • George Vlad Purcaroiu

    (National School of Political and Administrative Studies, Romania)

Abstract

Branding Romania is an oft-told story within national public debates. During the past years, the urgency of promoting a coherent Romanian brand to international audiences has been spurred by various factors. Amongst these factors we note general pressures caused by globalization and information abundance, pressures of delivering a European Union congruent brand and nevertheless internal pressures related to social changes. The present paper employs a comparative analysis of two widely used country brand indexes, in order to reveal the dimensions upon which a complex branding strategy could be developed. In light of our findings, we use an adapted model of the PESTEL analysis in order to evaluate Romania’s stance in the strategic branding process. The main emphasis lies on the interdependent and mutually-reinforcing spheres that could constitute the foundation of a consistent, long-term brand management.

Suggested Citation

  • Eliza Bivolaru & Robert Andrei & George Vlad Purcaroiu, 2009. "Branding Romania: A PESTEL framework based on a comparative analysis of two country brand indexes," Management & Marketing, Economic Publishing House, vol. 4(4), Winter.
    • Handle: RePEc:eph:journl:v:4:y:2009:i:4:n:10
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/168.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gabriela ZAI, 2018. "The Country Brand- An Objective That Is Difficult To Accomplish," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 889-894, November.
    2. Stefano Valdemarin, 2015. "Analysis Regarding the Growing Presence of Italian Firms in Romania," Central European Business Review, Prague University of Economics and Business, vol. 2015(4), pages 58-70.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:4:y:2009:i:4:n:10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Simona Vasilache (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.