The concept of country image has been under constant attention of academic research in marketing, however the focus has been aimed much more at investigating country of origin image than country image. Researchers agree that a strong theoretical background to country image would be necessary and...

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...

Ghana being a developing nation should embark on a national rebranding campaign to change its image domestically and internationally. This paper focuses on ways in which the Ghanaian government can achieve its goals, where the campaign wouldn’t just be another governmental propaganda, but...

Building a coherent country branding program at international level requires a strong coordination between the government, the business sector, the decision makers from educational and cultural sector, the civil society and, the mass media representatives in any country. The paper presents the...

The Romanian literature has a really rich and original folklore, and the fantastic is part of our literature. The cultured tale is a species that has spectacularly blossomed on the land of the Romanian folklore and mythology. The Romanian fantastic prose can contribute to our Country branding,...

The name of a country, its logo(s) and slogan(s) are important vehicles for development of country brand equity. This paper shows some recent examples for country name changes and categorize country slogans and logos into groups. The study concludes that creating a coherent visual and verbal...

Nowadays, image is radically important for any product, and even more so for a country. The image that a country displays to the world influences the attitude and perception of the other countries and people in general about itself. Romania is currently facing a brick wall in this area. Although...

The judgement of products and brands on the world market is in close correlation with the fact where do they come from. The marketing literature defines this as “country of origin effect”, but many experts use the „made in marketing” or the „made in label” terms too. We can read...

Purpose – The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand. Design/methodology/approach – A single qualitative case...

Purpose Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest a theoretical link between country reputation and country-of-origin (COO). To foster an alignment between country...