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A Review of Strategic Options for Achieving a Country Brand for Romania

Author

Listed:
  • Ruxandra-Irina POPESCU

    (The Bucharest Academy of Economic Studies, Romania)

  • Razvan-Andrei CORBOS

    (The Bucharest Academy of Economic Studies, Romania)

Abstract

Since 20 years ago our country brand is unsuccessfully looking for its identity. Although over time numerous attempts were made, none of the projects was successful. Sashi Tharoor – a specialist in country brands – said that „for a country to become a valuable brand it must be the country with the story. Which is Romania’s story then? Where should it start and where should it end? Who would be the best story-teller? And who would be the listeners? These are some questions to which this article is aimed to answer.

Suggested Citation

  • Ruxandra-Irina POPESCU & Razvan-Andrei CORBOS, 2010. "A Review of Strategic Options for Achieving a Country Brand for Romania," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(5), pages 881-893, December.
    • Handle: RePEc:rom:rmcimn:v:11:y:2010:i:5:p:881-893
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    File URL: https://www.rmci.ase.ro/no11vol5/10.pdf
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    Citations

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    Cited by:

    1. Raluca TUDOR, 2012. "The Image Of Tourist Destinations Represented In Travel Blog Photography. Case Study: Romania'S Image Reflected In French Bloggers Photos," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 13(13), pages 32-39, June.
    2. Cristina Lupu & Ana Isabel Rodrigues & Oana Mihaela Stoleriu & Martina G. Gallarza, 2020. "A Textual and Visual Analysis of the Intrinsic Value Dimensions of Romania: Towards a Sustainable Destination Brand," Sustainability, MDPI, vol. 13(1), pages 1-23, December.
    3. Ruxandra-Irina POPESCU & Rãzvan-Andrei CORBOª, 2013. "€Œamazing Thailand €“ Its Contribution To Growing The Country’S Competitiveness," Proceedings of Administration and Public Management International Conference, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 9(1), pages 220-234, June.

    More about this item

    Keywords

    country brand; tourism brand; image; strategic options; promoting campaigns.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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