{"id":14602,"date":"2026-04-18T10:55:49","date_gmt":"2026-04-18T07:55:49","guid":{"rendered":"https:\/\/inoveo.ro\/?p=14602"},"modified":"2026-04-18T11:22:08","modified_gmt":"2026-04-18T08:22:08","slug":"romanias-country-brand-a-qualitative-study-of-expats","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/romanias-country-brand-a-qualitative-study-of-expats\/","title":{"rendered":"Exploring Romania\u2019s Country Brand: A Qualitative Study of Expats."},"content":{"rendered":"

Lucrare de cercetare elaborata de Dochita Zenoveiov in cadrul programului Master of Business Administration, University of Sheffield, octombrie 2011, coordonata de Dr. Nikos Dimitriadis.<\/em><\/p>\n

\n

Ce este aceasta lucrare<\/h2>\n

Este o teza de MBA scrisa in 2011, intitulata Exploring Romania’s Country Brand: A Qualitative Study of Expats<\/em>. Scopul a fost sa exploreze, la nivel calitativ, perceptia expatriatilor asupra brandului de tara al Romaniei \u2014 inainte si dupa relocare \u2014 pentru a identifica pilonii pe care se poate construi un brand national coerent. Cadrul teoretic folosit este modelul Hexagonal Anholt<\/strong>, care defineste brandul de natiune prin sase vectori: Oameni, Turism, Cultura si Patrimoniu, Export de Branduri, Investitii si Imigratie, Politici Publice si Guvernare.<\/p>\n

Cadrul Teoretic: Modelul Anholt<\/h2>\n

Lucrarea porneste de la o dezbatere reala din literatura de specialitate: poate fi o natiune un brand? Anholt spune ca brandul de natiune exista<\/em>, dar se opune termenului de nation branding<\/em> \u2014 pentru ca o tara nu este la fel de flexibila ca un produs comercial. Olins si agentiile de branding sunt de acord cu procesul activ de branding, in timp ce academicienii precum Ritson resping ideea complet, argumentand ca ar presupune schimbarea legilor, politicilor si chiar a denumirilor strazilor pentru a livra un positioning coerent.<\/p>\n

Diferenta esentiala fata de un brand corporativ: o companie poate sa-si retraga produsul, sa-l repozitioneze sau sa-l relanseze. O tara nu poate face asta. Branding-ul natiunii trebuie sa fie o amplificare a ceea ce exista deja \u2014 nu o fabricatie. Japonia este exemplul cel mai citat: a facut trecerea de la \u201eMade in Japan = ieftin” la \u201eMade in Japan = inovatie tehnologica” prin consecventa, investitii reale in design si comunicare continua timp de 30 de ani.<\/p>\n

\n

Situatia Romaniei in 2011: Un Diagnostic Dur<\/h2>\n

Romania se afla pe locul 92 in FutureBrand Country Brand Index (2011), coborand de pe locul 83 fata de 2009, situata in ultimul sfert al clasamentelor globale. Principalele cauze: coruptie, birocratie, infrastructura subdezvoltata, instabilitate politica, imaginea negativa generata de comunitatea Roma in presa internationala si un exod masiv de talente dupa intrarea in UE in 2007.<\/p>\n

Episodul pitch-ului de turism din 2009 este tratat pe larg si este revelator: agentiile internationale de branding (inclusiv Landor) au fost descalificate, a castigat o firma de consultanta in travel, iar rezultatul \u2014 un positioning pe turism de aventura cu tagline-ul \u201eExplore the Carpathian Garden” \u2014 a generat scandal international, acuzatii de plagiat al logo-ului si luni de headlines negative atat in presa locala, cat si in cea internationala. Concluzia este categorica: Romania a reusit sa exporte grotescul autoritatilor sale.<\/p>\n

\n

Metodologia: 15 Interviuri in Profunzime<\/h2>\n

Cercetarea calitativa a inclus 15 interviuri cu expatriati cu educatie superioara si venituri ridicate (90% in pozitii de top management), din culturi diferite \u2014 britanici, austrieci, germani, francezi, israelieni, portughezi, spanioli, elvetieni, singaporezi si americani \u2014 locuind in Bucuresti intre 6 luni si 10 ani. Din 1.017 declaratii codificate, 512 au fost pozitive, 403 negative si 102 contextuale.<\/p>\n

\n

Descoperirile Principale pe Cei 6 Vectori<\/h2>\n

Oamenii \u2014 vectorul central si catalizatorul tuturor celorlalti.<\/strong><\/h5>\n

Acesta este rezultatul cel mai important al cercetarii: oamenii nu sunt doar un vector printre altele, ci functioneaza ca o suprafata de refractie pentru toate celelalte cinci dimensiuni. Perceptia expatriatilor asupra romanilor influenteaza direct modul in care percep turismul, cultura, politica, brandurile si investitiile. Romanii sunt vazuti ca inteligenti, creativi, talentati, capabili sa gaseasca solutii \u2014 dar paralizati de fatalism, lipsa de incredere in ei insisi si incapacitate de a-si valorifica potentialul. Expatriatii au identificat o \u201eenculturation of perception”: imaginea negativa pe care o au romanii despre ei insisi se exporta direct in perceptia externa.<\/p>\n

Turismul \u2014 construit pe elemente gresite.<\/strong><\/h5>\n

Romania isi promoveaza turismul copiind modele de la tari cu traditie in destination branding, in loc sa valorifice experienta autentica romaneasca. Expatriatii spun clar: potentialul real este experienta rurala, traditiile vii, natura neatinsa \u2014 nu un parc de distractii Dracula sau un positioning de aventura. Absenta elementelor functionale (infrastructura, informatii turistice, profesionalism in ospitalitate) genereaza sentimente negative mai puternice decat orice element pozitiv.<\/p>\n

Politica \u2014 primul punct de contact si cel mai toxic.<\/strong><\/h5>\n

Politica interna si externa este primul element care ajunge in presa internationala. Aceasta expunere este cvasi-exclusiv negativa si genereaza pre-perceptii puternice, greu de schimbat ulterior prin experiente directe pozitive. Expatriatii descriu clasa politica drept auto-orientata, fara viziune si fara interes colectiv. 72% din romani sunt nemultumiti de politica externa a Romaniei, conform Eurobarometru 2011.<\/p>\n

Cultura si Patrimoniul \u2014 bogate, dar statice.<\/strong><\/h5>\n

Cultura romaneasca autentica este perceputa ca valoroasa \u2014 UNESCO a inscris monumentele din Bucovina, Maramures, Sighisoara, Orastie. Brancusi, Enescu, Eminescu, Nadia Comaneci sunt nume cu un brand equity mai mare decat tara in sine. Problema este ca romanii nu fac nimic pentru a promova elementele culturale autentice. In loc sa produca cultura noua, imprumuta din cultura moderna si postmoderna globala.<\/p>\n

Brandurile de Export \u2014 potential real, dar fara strategie.<\/strong><\/h5>\n

Dacia este singurul brand cu adevarat global, dar notorietatea sa este transferata in mare parte de la Renault. Alte categorii cu potential: produse agricole, vinuri, lactate, bere, mobila \u2014 recunoscute pentru preturi accesibile si ingrediente naturale. Problema majora: romanii prefera branduri globale sau contrafacute in fata produselor romanesti. Programul \u201eMade in Romania” lansat in 2000 a esuat. Brandurile romanesti functioneaza bine, spun expatriatii, atat timp cat sunt conduse de manageri straini.<\/p>\n

Investitiile si Imigratia \u2014 potential real, climat dificil.<\/strong><\/h5>\n

Romania intrase in NATO si UE, atrasese investitii importante in sectoarele bancar si energetic, dar este perceputa ca un mediu corupt, birocratic, cu legi instabile. Nokia tocmai anuntase inchiderea operatiunilor, Coca-Cola se mutase in Moldova, Kraft in Bulgaria.<\/p>\n

\n

Concluziile Cercetarii<\/h2>\n

Concluzia centrala a lucrarii este ca nu exista motivatie intrinseca a strainilor pentru a-si forma o imagine completa despre Romania<\/strong>. Imaginea se construieste pe stereotipuri si informatii incomplete, iar contactul direct cu tara le completeaza, dar nu le schimba fundamental. Pre-perceptiile formeaza un nucleu stabil care rezista chiar si experientelor directe pozitive.<\/p>\n

Cel mai puternic insight strategic: in centrul brandului Romaniei trebuie sa fie oamenii<\/strong>, pentru ca sunt atat principala resursa a tarii, cat si problema ei cea mai mare. Un program de branding de tara pentru Romania trebuie sa inceapa cu reconstructia increderii interne \u2014 a romanilor in ei insisi \u2014 inainte de orice campanie externa. Un cetatean deziluzionat este un risc de brand, nu un ambasador.<\/p>\n

\n

De Ce Conteaza Aceasta Lucrare Azi<\/h2>\n

Scrisa in 2011, lucrarea are o relevanta aproape profetica: diagnosticul pus atunci \u2014 lipsa de coordonare strategica, confuzia dintre branding de destinatie si branding de tara, politica drept cel mai toxic prim-touchpoint, oamenii ca vector central si ignorat \u2014 ramane valabil in mare parte si astazi. Lucrarea ofera un framework clar pentru orice strateg de brand care lucreaza cu brandul de tara sau cu branduri care opereaza in contextul imaginii nationale.<\/p>\n

\n

Lucrare de cercetare elaborata de Dochita Zenoveiov in cadrul programului Master of Business Administration, University of Sheffield, octombrie 2011, coordonata de Dr. Nikos Dimitriadis.<\/em><\/p>\n

\n

Ce este aceasta lucrare<\/h2>\n

Este o teza de MBA scrisa in 2011, intitulata Exploring Romania’s Country Brand: A Qualitative Study of Expats<\/em>. Scopul a fost sa exploreze, la nivel calitativ, perceptia expatriatilor asupra brandului de tara al Romaniei \u2014 inainte si dupa relocare \u2014 pentru a identifica pilonii pe care se poate construi un brand national coerent. Cadrul teoretic folosit este modelul Hexagonal Anholt<\/strong>, care defineste brandul de natiune prin sase vectori: Oameni, Turism, Cultura si Patrimoniu, Export de Branduri, Investitii si Imigratie, Politici Publice si Guvernare.<\/p>\n

Drepturi de Autor<\/h5>\n

Lucrarea Exploring Romania’s Country Brand: A Qualitative Study of Expats<\/em>(octombrie 2011) este proprietatea intelectuala a autoarei Dochita Zenoveiov<\/strong> si a fost elaborata in cadrul programului Master of Business Administration la University of Sheffield<\/strong>, sub indrumarea Dr. Nikos Dimitriadis. Toate drepturile de autor apartin autoarei.<\/p>\n

Reproducerea, distribuirea, citarea sau utilizarea partiala sau integrala a continutului acestei lucrari \u2014 inclusiv a ideilor, structurii, datelor de cercetare, concluziilor si materialelor grafice incluse \u2014 fara acordul scris prealabil al autoarei este interzisa. Orice utilizare in scop academic, editorial, profesional sau comercial necesita mentionarea explicita a sursei si obtinerea permisiunii autoarei.<\/p>\n

Aceasta lucrare a fost creata pentru uz academic si reflecta contextul si datele disponibile la momentul redactarii (2011). Autoarea nu isi asuma raspunderea pentru interpretari sau utilizari ulterioare ale continutului in afara scopului original.<\/p>\n

Lucrarea integrala poate fi solicitata la adresa de email: dochita@inoveo.ro<\/span><\/a><\/strong><\/p>\n

\u00a9 Dochita Zenoveiov, 2011. Toate drepturile rezervate.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Lucrare de cercetare elaborata de Dochita Zenoveiov in cadrul programului Master of Business Administration, University of Sheffield, octombrie 2011, coordonata de Dr. Nikos Dimitriadis. Ce este aceasta lucrare Este o teza de MBA scrisa in […]<\/p>\n

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