This is the main cause for the country’s image problem, according to Aneta Bogdan, Managing Partner at brand consulting agency Bradient.
“We should trust them, as they represent our value and reputation, and they can form the country’s image,” she said. The most relevant example is that of Japan. Seen as a producer of low quality commodities, Japan managed to turn its image completely around by virtue of the quality of Sony products manufactured in that country.
Romania’s problem comes from the lack of government responsibility concerning state property, according to Aneta Bogdan. “Management knowledge is missing in many state institutions, and this should be remedied urgently,” she added. A favorable country image could also be the result of a positive image of Romanian products. One successful attempt in this direction has been TVR’s rebranding. Although initially contested, the rebranding process resulted in international awards and a favorable presentation of Romania abroad.
At the opposite end is CEC, a company which the Romanian state wanted to sell, but for which it did not obtain the desired amount. Bradient market research shows that CEC is a sleeping giant, present in the mind of consumers, but not among top banks. Bradient’s €100,000 six-month contract with CEC involves some 100 components. The brand consulting company will carry out activities such as research, auditing, internal design, brand architecture, guides and rules.
