Starting with the latter, the best example in this sense is Bucharest. Cliche associations that come to mind are "the stray dogs, the stupid architecture, the Pyongyang comparisons, the metro stations without any signs, the fact that few of its own citizens, when asked for directions, can give accurate information"1. On the other hand, Bucharest ha wonderful parks and gardens, as well as excellent food at reasonable prices, savoured with good quality local wine and a decent nightlife. As in any marketing scheme, these are actually the qualities that should be brought forward, while trying to overshadow those that you are not content with. This will be further discussed when referring to the actual marketing approaches.

Second of all, we have the different sport figures that foreigners sometimes are familiar with: Hagi was an excellent football player, Nadia Comaneci was a great gymnast. These are positive image elements that can be used in a branding campaign. They show the tenacity and capacity to work for results of Romanian individuals and can bring on the message "there are also these kind of Romanians".

The response to the two categories previously mentioned resides in a series of branding steps to be followed. First of all, there is the necessity to discover a series of elements in connection to Romania, elements that can create a positive image for the country and induce people to visit it, eager to find out more than what they have heard. Second of all, there needs to be a process of promoting these values and elements to the world and third of all, a specific campaign needs to be led in order to counteract the negative image formed.

Last of all, it is essential to mention again the fact that finding the right channels of communication and distributing the information on these channels is closely related to governmental activity as well. It is the embassies' role to ensure that the countries where they reside are well informed on the different elements forming the Romanian culture and tradition. The parties organized by the embassies are also an opportunity to try national food and drink and to explain to the foreign visitors some of the best places to see in Romania or simply motivate why Romania can be a holiday destination.

Romanians also have a sense of humour, cultivated both in the traditional, poplar register, but also during the Communist period, when the joked with Ceausescu made life easier. Great storytellers, Romanians are known to make a party enjoyable with their jokes and anecdotes. On the other hand, this is not something very much known, as everybody heard of Hans Christian Andersen, but nobody has really heard of Ion Creanga.

These were general elements on the Romanian people to be included in a brand and image campaign. Referring to some of the cultural and historical elements with which Romania can be identified, first of all there is the Dracula symbol. No matter what the historical misconceptions that exist on this subject, one needs to admit that this is a subject that sells and a symbol that can be used in such a campaign. Of course, some individuals tend to associate it with a negative perception, but the mystery involved and the aura that some attribute to Dracula is not to be neglected. Anyhow, the Bran Castle, where the Count is supposed to have lived (of course, he never actually set foot in the castle, but Bram Stoker said he did...), could become a centre of the enti

Some common words found in the essay are:
European Union, Romania Brochures, Romanians Third, Bucharest Cliche, Middle East, Henri Coanda, United Promoting, Ion Creanga, Bran Castle, Finland Bulgaria, branding campaign, previously mentioned, business community, romanian individuals, channel communication, positive image, romania elements, discovery travel, channels communication, promote values,
Approximate Word count = 1841
Approximate Pages = 7 (250 words per page double spaced)