THE VALORIZATION OF THE BRAIN CIRCULATION PHENOMENON FOR PROMOTING ROMANIA’S IMAGE AND IDENTITY

This article was written in order to provide an overview regarding the opportunities of promoting Romania’s image and identity through the brain circulation phenomenon; it deals with skilled migration from a developing country perspective, while emphasizing the influences that the Brain Circulation phenomenon can have in promoting Romania’s image and identity abroad, within the nation branding process. Perceived as being one of the most important and sustainable assets that assures continuous development, the subject of nation branding became a widely approached one; thus, due to its complexity, the promotion of a nation within the nation branding process met various methods and techniques, while one of the most important elements has been avoided: the subject of the brain drain circulation, whose perspective regarding its image of the country of origin can suffer modifications while traveling abroad and who can influence other’s opinion by becoming authentic representatives of their nation, country ambassadors across the borders. Considering this, the paper aims at facilitating readers’ understanding regarding nation branding process, country image promotion and brain circulation phenomenon by identifying and explaining their connections and by highlighting their role in assuring long term prosperity

COUNTRY IMAGE VS. COUNTRY BRAND: DIFFERENCES AND SIMILARITIES

This article was written in order to provide an overview regarding the differences and similarities regarding two congruent, yet different concepts: country brand and country image. The geopolitical context and, implicitly, the current global context require a redefinition – or a more complex circumscription – of the “country image” and “country branding” concepts. In this paper, the author aimed to highlight the characteristics and particularities of the approached concepts in order to shape a framework of the context within these two operate; a brief analysis of the literature is presented, trying to emphasize the slight difference between the approached concept

(RE)BUILDING A NATION BRAND: GENERAL ISSUES ABOUT PROMOTING ROMANIA'S IMAGE AND IDENTITY

The purpose of the present paper is to provide an overview of the challenges posed by the multiple possibilities of promoting Romania's image and identity, both internally and externally-; at the same time, the present paper answers to some questions about building Romania as a brand, revealing to readers by whom this process should be initiated, to whom should it be oriented and why is it necessary. This topic was chosen because, in the present context, the country suffers from an image deficit and the current process of nation branding requires a real incentive in order to achieve its objectives. However, internal branding seems to be overlooked by those involved in the process of branding the country. In order to write this paper, the author reviewed the literature in the field, she's contributions consisting in finding answers that could bring Romania as a brand in the right direction in terms of nation branding: Why branding process is important, who should it be addressed to, which are the differences between communication and promoting the image of the country. Also, the author tried to highlight the conceptual differences existing between terms like nation branding and country branding, branding and rebranding process or "communication" and "promotion" in the context of these processes. At the same time, the author tried to provide information regarding the perception and identification of Romania as a brand and also to emphasize the relevant elements used for identifying the nation brand