IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

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

  • Eliza Bivolaru

    (Jacobs University, Germany,)

  • Robert Andrei

    (Academy of Economic Studies, Romania)

  • George Vlad Purcaroiu

    (National School of Political and Administrative Studies, Romania)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

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

    Article provided by Economic Publishing House in its journal Management & Marketing.

    Volume (Year): 4 (2009)
    Issue (Month): 4 (Winter)
    Pages:

    as
    in new window

    Handle: RePEc:eph:journl:v:4:y:2009:i:4:n:10
    Contact details of provider:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache)

    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.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.

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

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.