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About The Romanian Way of Branding

Author

Listed:
  • Odette Arhip

    (Ecological University, Bucharest, Romania)

  • Cristian Arhip

    ("Gr. T. Popa" University of Medicine and Pharmacy, Iasi, Romania)

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.

Suggested Citation

  • Odette Arhip & Cristian Arhip, 2016. "About The Romanian Way of Branding," Annals of the University of Craiova for Journalism, Communication and Management, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 2(1), pages 65-73, October.
    • Handle: RePEc:edt:aucjcm:v:2:y:2016:i:1:p:65-73
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    File URL: https://www.aucjc.ro/wp-content/uploads/2016/10/aucjcm-vol-2-2016-65-73.pdf
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    Citations

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    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.

    More about this item

    Keywords

    brand; Romania; icon; strategy; culture;
    All these keywords.

    JEL classification:

    • Z1 - Other Special Topics - - Cultural Economics
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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