Eelemente de intersecție în brandingul național: România și Republica Moldova [Articol]

Abstract

The research is grounded in the theoretical concepts of nation branding aimed at a domestic audience, as formulated by Wally Olins. To this end, it seeks—through qualitative content analysis and structuralist-semiotic analysis (linguistic and visual) applied to elements that define national brand identities—to identify and typologize, based on Louis Lavelle’s theory, the core values of the two brands. These values will be inferred from the declared identity constructs displayed on the official websites of the two countries (such as flags, coats of arms, and national anthems), and validated through legislative documents. Under the hypothesis that a shared historical past—typically reflected in the symbols of any state—exists between the two, Romania and the Republic of Moldova were selected as the study sample. In conclusion, a dual intersection of their respective brand values will allow for the formulation of a core idea specific to each brand identity.