Nation branding in a transitional democracy: The role of corporate diplomacy in promoting national identity

Abstract

This case study of the re-branding of ROM candy in Romania provides an understanding of the role of corporate communications in enhancing perceptions of a transitional country’s image and in promoting national identity. The case is examined through the conceptual lens of nation branding, national identity and public diplomacy, with particular interest in the role of private-sector organizations in the public diplomacy process (corporate diplomacy). It considers the role of social media in the co-creation of national identity in a case in which a commercial brand campaign became a nation branding campaign. The analysis suggests that positive national identity may be an antecedent of positive international image.