National Brand - A Challenge for Romania

Abstract

National brand is a relatively new concept. It appeared along with the economic globalization and it concerns the competition between nations in order to withdraw the attention of the investors, tourists, consumers, immigrants, media and foreign governments. In other words, a powerful, positive national brand offers a crucial competitive advantage. That is why, it is essential for the countries to know how people all over the world perceive them (seen as target public) and to know how their achievements and failures, duties and tasks, population and products are seen throughout the brand.