VISUAL IDENTITY SOURCES FOR ROMANIA'S COUNTRY BRAND

This doctoral research aims to evaluate the potential of using visual elements from the national heritage and baggage, their symbolic value, the messages they convey, and their usefulness - seen through the lens of target groups compatible with a brand strategy - for the creation of the national brand, a country one or a tourism one for Romania. To achieve the primary goal of this research, it is necessary, in the first instance, to investigate in a holistic sense the theoretical premises of brands and their importance in today's society, taking into account their history and evolution over time, the definitions and usefulness in the context of creating the country's image, while also examining ethical or social aspects and implications, controversies and possible limitations. The approach will not be reductionist due to the limitations of this thinking model. he research does not aim to build a definitive solution for the platform of a country, nation, or tourism brand for Romania and to draw its visual identity but to investigate all possible implications that can ultimately contribute to this potential national project, on the one hand, and to propose a feasible solution, on the other hand. I also intend to examine the opportunity and feasibility of implementing the commercial and shared concept of the brand, translated and applied to our country, starting from the premises of the definition and utility of the brand, as it is currently conceived and used by corporations for commercial purposes.