moldova: nation branding

7/24/2019 Moldova: Nation Branding

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Student: Nejra HodiInstructor: Maja Savi BojaniCourse: Public DiplomacySarajevo Scool o! Science and

"ecnolo#y$une% &'()

MOLDOVAA wine drop in the bucket of countryimages


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Content Background: Investment & Tourism Promotion****************************&

Branding Moldovan Wine**********************************************************) Is there a potential for improvement?******************************************+

Inflation of Visiilit!*******************************************************************************+

"iplomatic Wine#Promotion Campaign***************************************************('

Conclusion****************************************************************************(&

Biliograph!**************************************************************************(,


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Background: Investment & Tourism Promotion

$ation randing has not een an important segment of Moldova%s foreign polic!

for a long time due to internal instailit! and inailit! of the political forces to agree

on future path of the countr!' The split revolved around pro#(ussian and pro#)*

forces' )ventuall! the )uropean *nion prevailed and throughout the last couple of

!ears the priorities of Moldovan foreign polic! and conse+uentl! pulic diplomac!

,ere to attract the attention of the )uropean *nion and move along the road of the

)* integration as a prospective candidate' -ccording to .reedom /ouse rankings

Moldova has sho,n the greatest improvement among the )uropean countries in

transition 0.reedom /ouse 12345'3 Moldova has also e6perienced s,ift economic

gro,th in recent !ears' -ccording to Munteanu its trade has increased ! 72 percent

and in 1232 44 percent of Moldovan e6ports ,ent to the )* market 0Carneige

)ndo,nment for International Peace 12335' 8tarting from 1229 Moldovan

International )6port rgani;ation launched a rand ,ith


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-lthough this strateg! focused on several nation randing aspects including

tourism culture people investments and e6port its success ,as ver! limited'

Moldova ,as still one of the remote post#communist states after this campaign in

1229' The most recent efforts are launching of a ne, tourism rand centred on the

s!mol and slogan


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mechanisms most of the countries do is not ,orking in its advantage particularl!

,hen contrasted to po,erful nation rands that have een the creators of such

approach to randing' The ne, late 1237 rand is etter culturall! associale ut

still lacks the action ehind it' )6ports on the other hand are the area that has oth

political and economic means availale for upgrading the countr!%s image' Moldovan

International )6port Promotion rgani;ation has een the maor actor in ,orking

to,ards this change' It ,as formed in 3DDD ! the Ministr! of )conom! of the

(epulic of Moldova ,ith responsiilit! for investment attraction and e6port

promotion 0MI)P 12345' In addition MI)P ,orks in t,o directions E advising

and accompan!ing Moldovan e6porters at international markets as ,ell as acting as

contact partners for companies ,hich come to the Moldovan market ! searching for

attractive and reliale opportunitiesFlocationsFusiness partners in the countr!

0iid5'MI)P has created an easil! accessile online resource page called Invest in

Moldovathat pulishes first#hand information aout the countr! and its economic

climate in the Investment Guide' /o,ever it also e6tends to social net,orks

advocating their products food and traditional commodities' .or e6ample in

.eruar! MI)P participated in agri#food e6hiition of the Gulf promoting local

products 0MI)P 12345' 8till there is one ver! promising product Moldova has

randed in 123H that carries a lot of potential for ecoming the prevailing association

for the countr! in the e!es of the foreigners' It is of course the ,ine'


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Branding Moldovan Wine

The ,ines of Moldova are crafted in this countr! for 4 222 !ears and toda! out of

H'4 million people H22 222 are contriuting to the ,ine producing 0Moldova Wine

Guild 12375' Most of the grapes are hand harvested and the ,inemakers attempt to

craft the ,ines of an indigenous flavour despite the fact that man! classical grape

varieties are planted as ,ell 0iid5' This indigenous aroma is something uni+ue E a

concept sought for an! t!pe of rand' In 123H therefore Ministr! of -griculture and

.ood officiall! launched the national rand Wine of Moldova in the event attended

! ,inemakers amassadors and politicians 0Teleradio#Moldova 123H5' 8oon a ver!

clever visuali;ation1,as presented 0.igure H5 and a ,e platform under the same

name estalished' This platform is e6tremel! modern and user#friendl! ut also

designed to

.igure H' Wine of Moldova Brand 0WM 12345

& 45e ad many opinions about o. te lo#o sould loo6 and insisted to 6eep

stor67s le#end promoted !or 8' years* 3 le#end .as preserved and it .as #iven atouc o! dynamism*9 Minister o! 3#riculture 0ibid2


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offer a deep insight into an! +uestion one might ask aout Moldovan ,ine' /ere the

statistical data on ,ine e6ports ,ine producers included under the umrella of the

rand historical overvie, of the ,ine production cultural elements ,ith ,ine

motives as ,ell as upcoming events are accessile' The ne, rand is a,arded onl! to

+ualit! ,ines recogni;ed as such ! $ational ffice of Vine and Wine 0iid5' Their

program to market local ,ines encompasses comple6 strategic initiatives the legal

frame,ork of +ualit! control a uni+ue promotion and visual identit!' The ultimate

goal is for the e6ports of Moldovan ,ine to gro, annuall! to 122 million litters until

1212 0iid5' -ccording to WM the maor importers of Moldovan ,ine at the

moment are (ussia *8- Chech (epulic and Ja;ahstan' If this e6port#motivated

strateg! succeeds ne, countries in the )urope and overseas might e added to this

list' The su#rand of the strateg! is also the grape#shaped

countr! 0WM 12345' -lthough the idea of e+uating the shape of the countr! ,ith

the strategic goal is not ne, on the randing market it could significantl! contriute

to promotion of Moldovan image as a ,ine countr! 0.igure 45' Catch! descriptions

are also a good ,a! to attract attention of the travellers and audiences researching

aout the countr! E getting to kno, it 0.igure 45' -nother strong side of this strateg!

is the promotion of ,ine e6hiitions in ,hich participates'

International promotions are a ver! po,erful tool for attracting investment ut also

creating a certain opinion aout the countr! through its products'

.igure 7' Maor importers of Moldovan ,ine 0WM 12345


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.igure 4' Grape#shaped countr! rand ,ith descriptions elo, 0WM 12345

Our wine is produced with

care by talented

winemakers from grapes

that are picked from rich

vineyards with local

varieties and international

varieties adjusted to the

local terroir. It expresses

the authenticity and

traditional style of

winemaking for consumerswho are looking for

adventure.

The history of Wine of

Moldova starts in !!! "#$

while the first vines were

recorded here %!!! years

"#. Wine used to be utili&ed

as a medium of exchange

and a trophy awarded after

fights$ which has made the

wine a national product of

Moldova.

Moldova's

underground cellars

are legendary by their

big wine collections

which are recogni&ed

by the (uinness "ook$

mysterious by the

distance of the

underground routes$

glorious by the names

of the well)known

personalities who

visited them$ and

authentic by their

presence in the

household of every

Moldovan.


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$evertheless the audiences on such events are usuall! familiar ,ith different

rands of ,ine alread! and eing simpl! a niche the! ,ill not change the idea of

Moldova as poor countr! on the offset of )urope into a fertile developing countr!,ith +ualit! ,ines ,ithin the ,ider pulic' 8imilarl! Moldovan ,ine is rarel! going

to e declared as Moldovan ! common consumers unless there is an attention

gaining strateg! present 0.igure 95' In the ottom line status +uo option remains

ver! promising given the fact that it ,as launched onl! 3 4 !ears ago'

8T()$G/T8 W)-J$)88)8

#-n e6cellent ,e platform that gainsattention and offers detailed information as

,ell as interesting facts and eautifulimages#Ver! catch! visualisation of a rand that iseasil! rememered ! the oserver#Clever association to a grape#shapedcountr! as a su#rand to e promoted#Inclusion of +ualit!#,ines onl! so that theproducts as e6ports have greatercompetitiveness#Interesting descriptions of the countr!through ,ine#production information

#Planned schedule of participating ininternational ,ine e6hiitions pulici;ed onthe Wine of Moldova ,esite#)asil! contacted and ver! responsive teamehind the rand# @ong term goals for ,ine e6port gro,th

#$ot visile to larger audiences#)6cludes producers of less +ualit! ,ine

#(elativel! costl!

PP(T*$ITI)8 T/()-T8

#Preventing the conse+uences of (ussianemargo on ,ine imports from Moldova !focusing on other markets such as )* and*8-

#)6panding the rand to igger marketingcampaigns and sponsorship of internationalevents

#$o threats'

.igure 9' 8WT anal!sis of the status +uo


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Is there a potential for improvement?

There are t,o options for further development of e6isting ,ine randing strateg!'

The first is medium#term increase in visiilit! of Moldovan origin of the ,ine ,hile

the second is more long#term and includes promotion of ,ine through Moldovan

emassies to ,ider audiences and not onl! ,ine#e6hiition visitors' Both strategies

have their advantages and ,eakness evident from follo,ing 8WT anal!ses ut the

first one is more cost#effective'

Inflation of Visiilit!

The +ualit! of this option enefits nation randing of the countr! primaril! in t,o

aspects' .irst increased visiilit! means increased recognition and in this case

change of perception of the countr!' /ence the pulic diplomac!%s efforts are

eased and channelled into ,ine promotion ecause the

has potential to ecome image of Moldova if ,ell#advertised' 8econd the visiilit!

of this product generates larger demand simultaneousl! contriuting to the e6port

rate and investment climate of the countr!' The economic enefit is also the

indirect conse+uence of the e6isting status +uo strateg! upon ,hich this option

uilds on' -nother advantage of increase in visiilit! is openness for creative

recommendations on ho, to achieve it' .or e6ample a uni+ue lael could e created and incorporated into the design of the present ,ine

laels so that the attention of the common consumers is instantl! dra,n to the

countr! of origin' -nother e6ample of recommendation for implementation of this

option is speciali;ed corners in the shops that ,ould demand

agreement et,een producers and distriuters ,ith the promotional materialsprovided ! the Moldovan Ministr! of -griculture and producers ointl!'

/o,ever there is still a danger that the costs might demand certain investment

and that the targeted audiences turn to ,ine#consumers onl! 0outcome good for

econom! ut not as good for the change of countr! perception ! ,ider

audiences5' *ltimatel! if visiilit! is estalished there is a possiilit! of including

lo,er +ualit! Moldovan ,ines in randing strateg! ecause the! ,ould ecome

more accessile ut demanded at the same time due previous success of +ualit!

,ines'


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8T()$G/T8 W)-J$)88)8

#Moldovan ,ine recogni;ed ! the commonconsumers

#"emand for e6ports increased#Image of Moldova reconsidered#$ot time consuming#pen for creative recommendations#Medium#term solution that could havelong#term impactK-ll the strengths of status +uo optionecause it uilds up on it

#Could e costl! depending on the designand +ualit! of promotion materials

#Could face the issue of eing limited to,ine#consuming audiences onl!

PP(T*$ITI)8 T/()-T8

#Including lo,er +ualit! ,ine producers inthe rand so that the cheaper Moldovan

,ines are accessile after the ver! visiilit!of the ,ine as Moldovan product has eenestalished

#$o threats'

.igure L' 8WT anal!sis of the medium#term option

"iplomatic Wine#Promotion Campaign

The ,ine#promotion campaign at the Moldovan emassies is not a ne, concept'

What is ne, aout it ho,ever is the targeted audience ,hich in this case ,ould

e all#encompassing' The strength of this option is more image#related' The

promotion of ,ine through different diplomatic channels upon societies is a ver!

po,erful mechanism ecause emassies are seen as emodiments of their

respective countries' If the emass! of some countr! that people rarel! hear of or

do not have a particular perception of represents itself through this rand ,ill inevital! e connected ,ith Moldova the ne6t time

people hear aout the same countr!' It is a ver! positive move in terms of long#

term strateg! and goals of nation randing' 8imilarl! people ma! promote this

among themselves ecause the image is ne, and catch!' ne of the

recommendations for the implementation could e sponsorship of the smaller

events ! Moldovan emassies in their countries of residence in return for

marketing of Moldovan ,ine ! the event organi;ers' -nother recommendation

,ould e organi;ing emass! visits and giving short lectures aout the ,ine

production in Moldova as one of the countr!%s traditional crafts ut modern

+ualit! for nongovernmental sector interested government services and civil


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societ!' n the other hand this option ma! e e6pensive especiall! the

sponsorship part and demands a lot of coordination et,een several actors

0.igure 5' .urthermore if it fails it ,ould e a huge loss economicall! ut

politicall! as ,ell since the earned image ,ould drop instantl!' In the end the

possiilit! of investment attraction remains open ,ith this option ecause

advertising Moldova as suitale for +ualit!#,ine production could ring

development of the other usiness sectors to the countr!' *ltimatel! the medium#

term option ,ould e safer to implement'

8T()$G/T8 W)-J$)88)8

#(ecognition of Moldovan ,ine as a countr!rand ! ,ider audiences 0common

citi;ens5'#@ong#term solution'#Improves government to people approachof countr!%s pulic diplomac! and fosterspeople to people one

#8ponsorships could e e6pensiveparticularl! if the emass! is smaller and

has udget cuts'#"emands coordination from Ministr! of.oreign -ffairs producers Ministr! of-griculture and marketing sector'

PP(T*$ITI)8 T/()-T8

#-ttract usinessmen and usiness,omento Moldova ! promoting Moldovan e6portsto other countries 0in this case ,ine5 This,ould impl! stailit! of the countr! and+ualit! products al,a!s mean ne, marketopportunities

#If strateg! fails it ,ould e not onl! thecosts that are high ut the corruption of thecountr! image

.igure ' 8WT anal!sis of the long#term option


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Conclusion

The general nation#randing strategies of Moldovan government have not een

ver! successful in the past decade' The logo designs have more or less een similar to

the rest of the countr!%s% attempts to e different and uni+ue' The focus ,as and

remains e6port investment and tourism' These three areas are the areas Moldova

should continue to strengthen its nation randing strategies in ecause as a

developing post#communist state searching for an identit! a lot of potential lies in

these areas' The e6pansion to other field should come onl! ,hen a marked success

has een achieved ,ith the e6isting strategies ecause the alternative ,ould e too

costl!' These are not the ,rong fields to target ut the! call for etter methods'

Behind the ,hole process is naturall! Moldova%s desire to move along the path to the

)uropean *nion and this is surel! the path it ought to stick ,ith' The ."I and

economic gro,th are evident international pulic opinion ,ill slo,l! start to change

in regards to the image of Moldova and ultimatel! the nation randing approach

could e6pand to ne, areas' *ntil then this is a promising road'

In terms of specific rands and are

e6cellentl! conceived ideas that ,ould set Moldova apart from its neighourhood at

start and then from the rest of countries in )urope' This uni+ueness can then e used

to promote the ,ine to ,ider audiences' -lthough the status +uo is encouraging given

the fact that the ne, rand has een launched relativel! recentl!' -dditional

improvements ma! e implemented upon e6isting asis in medium or long term'

These options focus upon increasing visiilit! and promoting ,ine to larger

audiences via diplomatic channels' "ue to its cost#effectiveness the first alternative

seems more feasile and could e used to generate more creative recommendationsfor implementation' The underl!ing goal of the e6isting strateg! should therefore e

e6panded to address the issue of invisiilit!' Common people need to start

connecting +ualit! Moldovan e6ports to the countr! itself' This is proal! the future

goal of an! nation randing efforts to come and surel! has the

greatest potential among them'


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Biliograph!

Carnegie )ndo,nment for International Peace 1233' 12 Nears of Moldovan

Independence E @ooking ack and for,ard' -vailale at:Ohttp:FFcarnegieendo,ment'orgF1233F32F24F12#!ears#of#moldovan#independence#

looking#ack#and#for,ardF4+dr' -ccessed 1th March 1234'

Chemonics 122L' "randing *ssistance +elps Moldovan Wine Take ,oot in -

Market' -vailale at: O

http:FF,,,'chemonics'comFurImpactF8haringImpactFImpact8toriesFPagesFBrand

ing#-ssistance#/elps#Moldovan#Wine#Take#(oot#in#*'J'#Market'asp6' -ccessed: L

Qune 1234'

)urone,s 1237' Moldovan wine ban by ,ussia is a symptom of a wider divide'-vailale at:Ohttp:FF,,,'eurone,s'comF1237F21F2LFmoldovan#,ine#an#!#

russia#is#a#s!mptom#of#a#,ider#divideF' -ccessed: 32 Qune 1234'

.reedom /ouse 1234' Interactive Map' -vailale at:Ohttps:FFfreedomhouse'orgFreportFfreedom#,orldFfreedom#,orld#1234' -ccessedH2thMarch 1234' -ccessed: 4 Ma! 1234'

Made in M" 1234' The first online catalogue of products made in Moldova'-vailale at: Ohttp:FFmadein'mdFen'-ccessed: L Ma! 1234'

Moldovan Investment and )6port Promotion rgani;ation 1234' Invest in Moldova'

-vailale at: Ohttp:FFmiepo'mdF' -ccessed: 32 Qune 1234'

Moldovan Investment and )6port Promotion rgani;ation 1234'Moldova exhibitslocal products /(ulfood$ 0ubai. -vailale at: Ohttp:FFmiepo'mdFne,sFmoldova#e6hiits#local#products#gulfood#duai' -ccessed: 32 Qune 1234'

Moldova Wine Guild 1237'Moldova 1 an old wine country with a new approach toits winemaking' -vailale at:Ohttp:FF,,,'pro,ein'comFcippFmdRpro,einFcustomFpuFcontentoid1372Flang1FticketgRuReRsRtFSFMoldovaR

)12DHRanRoldR,ineRcountr!R,ithRaRne,RapproachRtoRitsR,inemaking'html' -ccessed: 32 Qune 1234'

8is Pulic "iplomac! 1233' * 2Wine3 0rop in the "ucket for Moldova4s 5ation"randing' -vailale at: http:FFsispdfive'logspot'comF1233F27F,ine#drop#in#ucket#for#moldovas#nation'html' -ccessed: Qune 1234'

Teleradio#Moldova 123H' 5ational brand 6Wine of Moldova6 officially launched'-vailale at: Ohttp:FF,,,'trm'mdFenFeconomicFrandul#national#,ine#of#moldova#a#fost#lansat#oficial' -ccessed: 32 Qune 1234'

Travel Maniacs 1237' 0iscover the ,outes of 7ife8 "rand 5ew Tour the #ountry'

-vailale at: O http:FF,,,'travelmaniacs'roFenFmoldova#tourism#discover#the#
http://carnegieendowment.org/2011/10/05/20-years-of-moldovan-independence-looking-back-and-forward/5qdrhttp://carnegieendowment.org/2011/10/05/20-years-of-moldovan-independence-looking-back-and-forward/5qdrhttp://www.chemonics.com/OurImpact/SharingImpact/ImpactStories/Pages/Branding-Assistance-Helps-Moldovan-Wine-Take-Root-in-U.K.-Market.aspxhttp://www.chemonics.com/OurImpact/SharingImpact/ImpactStories/Pages/Branding-Assistance-Helps-Moldovan-Wine-Take-Root-in-U.K.-Market.aspxhttp://www.euronews.com/2014/02/07/moldovan-wine-ban-by-russia-is-a-symptom-of-a-wider-divide/http://www.euronews.com/2014/02/07/moldovan-wine-ban-by-russia-is-a-symptom-of-a-wider-divide/https://freedomhouse.org/report/freedom-world/freedom-world-2015http://madein.md/en.%3EAccessedhttp://miepo.md/http://miepo.md/news/moldova-exhibits-local-products-gulfood-dubaihttp://miepo.md/news/moldova-exhibits-local-products-gulfood-dubaihttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://sispdfive.blogspot.com/2011/04/wine-drop-in-bucket-for-moldovas-nation.htmlhttp://sispdfive.blogspot.com/2011/04/wine-drop-in-bucket-for-moldovas-nation.htmlhttp://www.trm.md/en/economic/brandul-national-wine-of-moldova-a-fost-lansat-oficial.%3E%20Accessed:%2010%20June%202015.%20%20http://www.trm.md/en/economic/brandul-national-wine-of-moldova-a-fost-lansat-oficial.%3E%20Accessed:%2010%20June%202015.%20%20http://www.travelmaniacs.ro/en/moldova-tourism-discover-the-routes-of-life-noul-brand-turistic-de-tara-al-republicii-moldova/http://carnegieendowment.org/2011/10/05/20-years-of-moldovan-independence-looking-back-and-forward/5qdrhttp://carnegieendowment.org/2011/10/05/20-years-of-moldovan-independence-looking-back-and-forward/5qdrhttp://www.chemonics.com/OurImpact/SharingImpact/ImpactStories/Pages/Branding-Assistance-Helps-Moldovan-Wine-Take-Root-in-U.K.-Market.aspxhttp://www.chemonics.com/OurImpact/SharingImpact/ImpactStories/Pages/Branding-Assistance-Helps-Moldovan-Wine-Take-Root-in-U.K.-Market.aspxhttp://www.euronews.com/2014/02/07/moldovan-wine-ban-by-russia-is-a-symptom-of-a-wider-divide/http://www.euronews.com/2014/02/07/moldovan-wine-ban-by-russia-is-a-symptom-of-a-wider-divide/https://freedomhouse.org/report/freedom-world/freedom-world-2015http://madein.md/en.%3EAccessedhttp://miepo.md/http://miepo.md/news/moldova-exhibits-local-products-gulfood-dubaihttp://miepo.md/news/moldova-exhibits-local-products-gulfood-dubaihttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://www.prowein.com/cipp/md_prowein/custom/pub/content,oid,21408/lang,2/ticket,g_u_e_s_t/~/Moldova_%E2%80%93_an_old_wine_country_with_a_new_approach_to_its_winemaking.htmlhttp://sispdfive.blogspot.com/2011/04/wine-drop-in-bucket-for-moldovas-nation.htmlhttp://sispdfive.blogspot.com/2011/04/wine-drop-in-bucket-for-moldovas-nation.htmlhttp://www.trm.md/en/economic/brandul-national-wine-of-moldova-a-fost-lansat-oficial.%3E%20Accessed:%2010%20June%202015.%20%20http://www.trm.md/en/economic/brandul-national-wine-of-moldova-a-fost-lansat-oficial.%3E%20Accessed:%2010%20June%202015.%20%20http://www.travelmaniacs.ro/en/moldova-tourism-discover-the-routes-of-life-noul-brand-turistic-de-tara-al-republicii-moldova/


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routes#of#life#noul#rand#turistic#de#tara#al#repulicii#moldovaF' -ccessed: 32Qune 1234'

Vin Moldova 1234' Wine #ulutre and Making' -vailale at:Ohttp:FF,,,'vinmoldova'mdFinde6'php?modUne,s' -ccessed: 31 Qune 124'

World Intellectual Propert! rgani;ation 1231' The ,epublic of Moldova' -vailaleat:Ohttp:FF,,,',ipo'intFe6portFsitesF,,,FsctFenFcommentsFpdfFsct1LFmoldova'pdf' -ccessed: 32 Qune 1234'
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moldova: nation branding

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