CONSIDERAȚII DESPRE CONSTRUIREA PRESTIGIULUI EXTERN PRIN BRANDING ȘI DIPLOMAȚIE CULTURALĂ

Abstract

The present article is part of a larger research that investigates the public/cultural diplomacy through branding, how to build external prestige, what are and how are constructed the "identity markers" that individualize a nation, how they have evolved and how they adapt today to the new realities, the way in which Romanianness, Hungarianness, Finishness, Sweedisnes, are transposed into recognizable identity markers. Brands operate as effective cultural agents. Most of the brands are technological products that can be associated with the act of culture in the conditions where culture includes material and immaterial values (gastronomy, technological culture, design, the lifestyle attached to the use of certain products, etc.)

Keywords

• branding
• cultural diplomacy
• public diplomacy
• image marketing