Identitatea culturală în epoca brandingului [Articol]

Abstract

The dialogue between cultures, by virtue of its permanence and constancy, has always carried the cadence and spirit of the time in which it takes place. The era of globalization, which humanity is currently going through, has imposed its rhythm and rigors on this process. The period in which cultures have become commercial products, and the image and brand matter more than the content dictates the use of new means of promoting and disseminating values. In the fierce competition for a prestigious place in the international rankings, cultures are forced to resort to marketing and branding strategies, sometimes difficult to imagine in this field. In a well-established way, nations, governments and companies identify and highlight the specifics and local cultural color to effectively promote the national identity brand.