E ceva mai nou, inceput anul trecut. Are posturi ca la o agentie de stiri.

Pe acest link (http://www.productive.ro/blog/) te duci la prima pagina. Daca te uiti in stanga e o lista cu mai multe post-uri. Acolo e de tine.

E bun de vazut daca vrei sa afli ce e nou in brandingul de tara. Nu e numai despre asta tot blogu’. Mai deviem putin de la subiect.

Spor

Alex

E ceva la care ma uit eu de mai mult timp. Cautati branding, sau brandient si gasiti niste post-uri foarte faine.

http://kitblog.com/ 

Alex

Vechi - ne-updatat de un an si ceva… dar cu informatii de buna calitate.

LINK: http://www.brandingromania.com/

Alex

Ministerul Afacerilor Externe a pregatit conceptul unei campanii de imagine care sa marcheze aderarea Romaniei la UE. Sloganul care va reprezenta tara noastra in Uniunea Europeana este “Romania - Fabulospirit”, un titlu pe care ne indoim sincer ca europenii vorbitori de limba engleza il vor intelege. Cuvantul in limba engleza se scrie “fabulous”, si nu “fabulos”. Deci, spiritul fabulos al romanilor va fi periclitat de o greseala de ortografie. Si sa zicem ca ne va fi iertata aceasta mica greseala, dar ce facem cu fabulosul? Cati dintre romani se simt sau stiu despre ei ca ar fi fabulosi? Sau ca spiritul lor este asemanator personajelor din Povestea lui Harap-Alb? Adevarul este ca la fiecare pas intalnesti in Romania un Pasari-Lati-Lungila si un Verde-Imparat.

Definitia cuvantului fabulos

DEX

FABULOS, -OASA, fabulosi, -oase, adj. 1. (Despre sume de bani, preturi, averi), Care depaseste orice inchipuire; enorm, extraordinar. 2. Care apartine lumii fabulelor, a legendelor, a mitologiei; fantastic, minunat. 3. (Adesea substantivat, n.) Imaginar, ireal. - Din fr. fabuleux, lat. fabulosus.

Dictionar de termeni literari (George Lazarescu)

Fabulos - legendar, mincinos, nascocitor; categorie a fantasticului, desemneaza personaje sau fapte imaginare, incredibile, de domeniul fanteziei, al povestii si legendei; de exemplu, personajele basmelor sunt fabuloase.

Comunicatul MAE

Campanie de imagine a Romaniei

MAE a pregatit conceptul unei campanii de imagine care sa marcheze aderarea Romaniei la UE.

Conceptul a fost elaborat la sfarsitul anului trecut, in decembrie, dupa evaluarea, impreuna cu misiunile diplomatice ale Romaniei, a perceptiei Romaniei in unele state europene, evaluarii unor evenimente culturale si studierii exemplelor statelor care au aderat anterior la UE.

Am dorit sa conturam imaginea Romaniei ca nou membru al UE, punand accent pe dimensiunea spirituala a poporului roman. Conceptul care, in opinia noastra, ne identifica, ne pozitioneaza este “Romania - Fabulospirit” (care a fost ales si ca slogan al campaniei).

Campania noastra urmareste sa pozitioneze Romania ca pe o tara cu oameni spirituali, care se bucura de viata, un popor definit prin bogatie interioara si spirit fabulos care are mult de oferit marii familii europene.

Pe termen mediu si lung, dorim ca pentru Romania cuvantul “spirit” sa devina ceea ce este “conservator” pentru britanici, “inginer” pentru germani.

In acest moment este in curs de elaborare o Hotarare de Guvern care va contura liniile mari ale acestei campanii si va contine o evaluare din punct de vedere financiar. De asemenea, urmeaza sa organizam un proces de licitatie pentru identificarea unei agentii care sa implementeze acest concept.

Fara a dori sa fim la inaltimea unui “brand de tara”, proiectul nostru are scopul pragmatic de a raspunde la intrebarile: cum se pozitioneaza Romania ca nou membru al Uniunii, care este afirmatia prin care Romania va face diferenta in pozitia sa alaturi de celelalte state europene.

Fiecare tara are acel ceva al ei care o reprezinta si care, in ciuda timpului si a schimbarilor, ramane principalul ei ambasador. Uneori este o mancare nationala, alteori, un oras ridicat la statutul de simbol (cum este, de exemplu, Praga pentru Cehia), alteori un monument sau un om valoros. De cele mai multe ori, totul se reduce la un singur cuvant. Gulasul i-a facut celebri pe unguri, iar maslinele si Zorba te duc imediat cu gandul la greci. Pe orice continent te-ai afla, Turnul Eiffel iti vorbeste despre Franta, iar Big Ben despre Anglia.

Romanii nu au Turnul Eiffel sau piramidele, tehnologia germana sau ceasurile Elvetiei. Nu au nici Turnul din Pisa, nici corridele Spaniei.

Cu toate acestea, romanii au si ei multe de spus, povestit, laudat, aratat.

Mai presus de orice insa romanii sunt oameni cu spirit care au multe de oferit Europei. Pentru Romania, am considerat ca este nevoie de gasirea unui concept care:

-Sa prezinte in mod pozitiv mentalitatea romaneasca
-Sa construiasca o imagine pozitiva, punand accentul pe oameni
-Sa combata ideile preconcepute si elementele negative care pana acum au fost, din pacate, cartea noastra de vizita in Europa

Ne propunem ca aceasta campanie sa fie sustinuta printr-un concept coerent care sa cuprinda: o campanie de print/presa scrisa si outdoor international; campanie de televiziune; evenimente indoor si outdoor; un concert live de mare anvergura si ecou mediatic puternic.

Vom face apel la elemente nationale, la valori autohtone cunoscute peste hotare, in special oameni de cultura, sportivi, oameni de stiinta.

Accentul va fi pus pe figurile reprezentative ale romanilor, pe acele personalitati care ne-au facut cunoscuti pe plan mondial si care sunt cartea noastra de vizita in Europa.

Este de mentionat ca mai multe noi state membre ale UE au desfasurat una sau mai multe campanii asemanatoare, dedicate pozitionarii lor in Uniune.

Germanii sunt cunoscuti ca un popor rece, “ingineresc”. Britanicii sunt conservatori, italienii si spaniolii vorbareti, iar francezii sunt perceputi ca artisti, romantici.

Fata de acestia, romanii au un pic din fiecare. Sunt si firi deschise, carora le place sa glumeasca, sunt si seriosi, atunci cand este cazul, si au si o latura artistica dezvoltata. Pe scurt, sunt oameni cu spirit, alaturi de care nu te poti plictisi.

Polonia a realizat o campanie dedicata prezentarii avantajelor financiare si de business pe care le ofera aceasta tara. Cehia a avut drept scop prezentarea tarii ca un loc linistit, in care iti place sa iti petreci vacanta. Ungaria a avut mai multe campanii, ale carei mesaje principale au fost: “Land of natural wonders and treasures”, “Talent for entertaining”, “Open doors. Open hearts. Open minds”.

Alex

The World Travel & Tourism Council (WTTC) presented the results of its economic and policy research on the Romanian Travel & Tourism economy to the Prime Minister of Romania. The World Travel & Tourism Council (WTTC) presented the results of its economic and policy research on the Romanian Travel & Tourism economy to Calin Constantin Anton Popescu - Tariceanu, Prime Minister of Romania, and Ovidiu Iuliu Marian, President of the Romanian National Tourism Authority as well as the country’s Travel & Tourism community.

The research contained economic projections for the growth of Travel & Tourism in Romania and a series of policy recommendations intended to maximize the potential of Travel & Tourism to the country’s economy and tap its position as a leading catalyst for economic development and job creation.

In Romania for 2006, WTTC is forecasting:
Demand: Encompassing all components of Travel & Tourism consumption, investment, government spending and exports to grow 9.2 per cent (real terms) and total US$7.1 billion (RON24.6 billion) in 2006. The ten-year annualized growth (2006-2015) forecast is 7.9 per cent per annum. This makes Romania the fourth fastest growing country in the world in terms of Travel & Tourism Total Demand.

Visitor Exports: Spending by inbound international visitors is expected to total RON6.4 billion in 2006, representing 2.5 per cent of total exports.

Gross Domestic Product (GDP): Travel & Tourism’s contribution to Romania’s economy is illustrated by the direct industry impact of 1.9 per cent of total GDP and the combined direct and indirect impact of the Travel & Tourism economy which is expected to total 4.8 per cent in 2006.

Employment: The Romanian Travel & Tourism industry is expected to account for 265,000 jobs or 3.1 per cent of total employment in 2006. The broader perspective of the Travel & Tourism economy (direct and indirect), which includes the spillover employment associated with industry capital investment and government spending, is expected to account for 485,000 jobs dependent on Travel & Tourism or 5.8 per cent of total employment.

In order for Romania to realize its potential in Travel & Tourism, WTTC’s principal policy recommendations included:

• Raise awareness of the economic and social benefits of Travel & Tourism throughout all levels of the population

• Factor Travel & Tourism into mainstream policies for employment, trade, investment, education, culture and environmental protection.

• Prioritize the drawing up of a strategic plan and ensure its implementation over a given time frame.

• Focus on product diversification to increase income generated through tourism and reduce seasonality

• Update the Tourism Satellite Account on a yearly basis to ensure that adequate data is available to factor Travel & Tourism in to economic and employment strategies

• Develop a clearly identifiable ‘brand’ Romania to raise awareness of the country as a destination throughout the world

• Take advantage of opportunities, such as Sibiu - European Capital of Culture in 2007, to raise awareness of Romania as a tourism destination.

• Pursue a liberalized aviation policy

• Raise the quality of Romania’s accommodation stock by enforcing quality standards

• Pull together a concerted campaign involving government ministries, the private sector and training institutions to promote the benefits of working in Travel & Tourism

• Establish a dedicated tourism training facility in collaboration with the private sector

• Provide a one-stop shop for Travel & Tourism investors to reduce bureaucracy and streamline the process

• Integrate environmental management and tourism development plans to ensure that development of tourism and protection of the environment are mutually supportive

At the launch in Bucharest, Jean-Claude Baumgarten, WTTC President said, ‘Romania is at an exciting stage in its Travel & Tourism development. With entry to the EU on the cards there is everything to play for. Its vast rural areas and unique cultural heritage, combined with a business centre in Bucharest, offers huge potential for a diverse and quality tourism product. WTTC is ready to work with the National Tourism Authority, and the wider Travel & Tourism industry, to help ensure that this sector bring maximum benefits throughout Romania for both its people and its environments.’

Mr Marian said, ‘We welcome this study from WTTC and its findings. It comes at time of new energy in our country’s Travel & Tourism, with a significant increase in budget to invest in Travel & Tourism infrastructure. We recognize the important contribution made by Travel & Tourism to our economy and are committed to ensuring that its considerable potential is realized.’

Original: http://www.travelindustrywire.com/article21562.html

Alex

The business in Romania blog writes about the Romanian business landscape, doing business in Romania, investing in Romania business and debating on business issues in Romania.

You can find more details here.

Alex

Dacia, Romania’s national car, is the top brand in Romania, according to a study published by the BusinessWeek magazine. Dacia was recently taken over by Renault and manufactures the Logan, an inexpensive car quite successful in Europe due to the 6-7000 euros price.

1. Dacia (car, taken over by Renault) - 387,4 mil euros
2. BCR (taken over by Erste) - 355,6 mil euros
3. BRD (Societe Generale) - GSG 208 mil euros
4. Petrom (oil) - 86 mil euros
5. Sensiblu (pharma) - 82 mil euros
6. Rompetrol (oil) - 72 mil. euros
7. Cristim (food) - 62 mil. euros
8. Asirom (insurance) - 60 mil. euros
9. Altex (household appliances) - 59 mil. euros
10. Domo (household appliances) - 41 mil. euros.

Preluare articol: comanescu.ro

Alex

“I am Andrea, I’m 18 and studying Advertising & Brand Management in Manchester. That’s in England. England, you bloody fool. In the North West, in a region called Lancashire. I don’t speak wif a funny accent.

I’ve worked in advertising for two years, one year in Leo Burnett Romania as a copywriter and the other as an intern at a local ad agency (Rogalski-Grigoriu, former Tempo Advertising if you want to know). Been doing all sorts of things advertising related such as Russell Davies’ Account Planning School of The Web, attending Leo Academy and loads of other conferences about planning, interestingness, web 2.0, ideas and so and so on. Been willingly listening to Hugh MacLeod, Dave Chaffey, Seth Godin and the likes in all sorts of conferences.

I started blogging in 2003 when I was 14. Work followed shortly after. I blame …everyone else but myself!”

Imi place de fata asta,  DAR… Stiti ce? Nici un “dar” .

Cititi asta: http://laralu.wordpress.com/category/branding/

Alex

While working at Leo Burnett in Romania everyone seemed to be fascinated by this idea that you can brand a country, that you can get people to think that Romania is something that it’s actually not and that everyone just farts sunshine and rainbows and so and so on. Branding Romania was supposed to be this complex project where a lot of marketing and branding gurus as well as expats could contribute articles with what they believed Romania was really like. Lovely, honourable initiative but utterly useless if you ask me. Not to offend anyone that participated in it but it’s just not cutting it.

Have I got news for you, it’s probably one of the few countries where quantitative research is way off and doesn’t yield any useful information like a qualitative research would. Since it’s been in the spotlight for a while, let’s just look at a few things about it. It’s great to tell people ‘hey I’ve lived in Romania’ - ‘Is that a city?’. If you’re the kind of chauvinistic c*nt you get really offended by ignorant remarks whereas I can’t be bothered. I acknowledge the fact that some people are just stupid or don’t care about anything else going on around the world and that a busy schedule is always an excuse for not knowing a lot about the world around you. Except when I came to the UK I had a sort of shock that I knew more geography than my friends, I mean Birmingham is ’somewhere in the middle’, fact that it’s called ‘West Midlands’ is just too much! You could just go with the CIA World Factbook and take a look at some figures.

• Southeastern Europe, bordering the Black Sea, between Bulgaria and Ukraine. Too much information if you ask me, Southeastern Europe is enough as it is because people might not know where Bulgaria or Ukraine are either. Eastern Europe is this worm hole that doesn’t seem to appear on maps anywhere else.
• Population: 22,276,056 (July 2007 Estimate). That means three times less people than the UK!
• Area: 237,500 sq km. Subtract the water and you get 230,340 sq km of land while the UK has 241,590 sq km. We’re almost there!

So far we have extracted some small facts: it’s a country as big as England but less crowded. Three times less crowded!

Another interesting fact is that the median age of people in Romania is 36.9 years. The reason why is that during the communist era, around 1960, there was this famous decree, the ‘770 Decree’ that banned abortions. Two million people were born during that period (as facts and figures say) and probably even more over the years. What they don’t tell you is that about the time in the UK half of the population will be obese (that’s 2050), Romania’s population will be 16.7 million people due to infantile deaths and 50% of its population will consist of elderly people. Mind a change? I’m sure Romania wouldn’t mind the obese and the UK wouldn’t mind 16.7 million people instead!

And on to the point I actually wanted to talk about. Romanian and Bulgarian immigrants will still have working restrictions in the UK because the facts and figures are all wrong, David Cameron is thinking about imposing a limit on the number of immigrants and so and so on. To be honest, he’s not very popular with me and I wouldn’t really be bothered as the easiest way of having less workers is probably toughening the admission system in the first place. You don’t even need a limitation! Ask for a IELTS passed with 8 instead of 6 and see how little people will be queing to move to the UK. After all, the less expectations you have when it comes to people moving to your country, the easier the language gets deformed over time. It’s supposed to be something you work really hard for, getting a job in a ‘better place’, earning more money so might as well get going and learn your proper English and not ‘engrish’. (Yes, can you tell I’m a bit on his side? I don’t like other Romanian -or other- nationals being around saying it’s their God-given right to be here in the first place, considering you weren’t even born in the UK just pay a little bit of respect, it goes a long way!)

Then this horrible murder that the Italian press has been talking about. A Romanian citizen brutally raped and murdered a 47-year old woman and the reactions were to create lists of 5,000 Romanian nationals that should be sent back to Romania. I’m sure Romania wouldn’t mind them being punished in Italy for their crimes, after all, freedom of movement inside the EU means you can and should be judged by the laws enforced by the state you’re in. That’s common sense.

The fun thing is, look at what they say about Romanian demographics:

About 89% of the people are ethnic Romanians, a group that–in contrast to its Slav or Hungarian neighbors–traces itself to Latin-speaking Romans

Now how would anyone picture a Roman in their head? The Caesar kind of Roman, the ones wearing togas and everything. Does it look like this?

I think not! Mostly because all of Europe seems to be pointing its finger towards Romania saying ‘Oh hey, a Romanian citizen did this!’ (e.g. rape and kill a woman) . That guy, the reason why Italians are so scandalised right now, doesn’t look like a Romanian person to me.

Holy shit! It’s back to numbers again. Look what the dictionary says:

2% of Romania’s population is represented by the Roma (or gypsies) [around 500,000/22 million people]

and then what the REAL numbers are

unofficial sources claim that there are up to 2 million Roma in the country, or approximately 8% of the total population. This may be caused either by the fact that many Roma do not declare their ethnicity in the census, or do not have an identity card or birth certificate.

Woah there! Had they been born in Romania, they would have had one. What does that tell everyone? They weren’t born there! They could be born anywhere in this World yet everyone seems to take them into account as Romanian citizens. Now here’s where I’m offended. Do I look like that guy? No. Do I pay about £15,000 a year for my further education? Yes. Am I in debt with the Student Loan Company when I finish university? No! Does that guy contribute anything to the economy? Well no! Of course perception will be skewed, then skewed some more to the point where no one knows what the hell we’re on about.

People should watch more Russell Peters, like this:

‘go home, you brown bastards’, gee, could anyone guess how many times we’ve walked on the streets thinking that or whenever a ‘roma’ person killed someone in Romania? Whenever Romania was made to face the ‘wall of shame’. Yes, I will discriminate when other people point their finger and generalise.

This is like ‘to hell with branding a country’ anyway. Before you brand anything you need to have the right content.

Next time anyone says ‘Romanians did it’ I shall tape that picture the Indian British guy that murdered a girl a few years ago in Birmingham in university halls and say ‘the British did it’.

Original: http://laralu.wordpress.com

Alex

Ce ne leaga pe noi de ei?

Asta: “Proiectul editorial <Branding de tara - Romania>”

“Proiectul “Branding de tara - Romania” este o lucrare colectivă la care participă studenți şi specialiști din spaţiul cultural actual şi din domeniul brandingului autohton, coordonata de prof. Emilian M. Dobrescu, Lucian Traşă, Natalia Cimpoca si Vladimir Chira.

Printre autori se remarca nume ca Horia Roman Patapievici, Mihai Ghyka, Ştefan Liuţe, Monica Cercelescu. Lucrarea încearcă să ofere o sinteză pertinentă de informații referitoare la subiectul brandului de ţară, un subiect recent pentru România şi foarte dezbătut, pentru rezolvarea căruia s-au investit semnificative resurse şi pentru care – din pacate - până în momentul actual nu a fost găsită nicio soluție viabilă. Volumul este dedicat în primul rand specialiştilor în comunicare şi domeniile conexe, oferind în acelaşi timp o lectură agreabilă publicului larg.

Cartea poate fi achizitionata prin comanda de pe site-ul Editurii Sigma (www.editurasigma.ro) sau direct de la Libraria Sigma - Str. Luigi Cazzavillan nr. 12, sector 1, Bucuresti, Tel: 021.315.39.43″

Mai multe informatii gasiti aici.

Alex