EASTERN EUROPE STRIKES BACK: THE „REVENGE” IMAGE CAMPAIGNS OF COUNTRIES FROM THE REGION

Abstract

The essence of country branding is the introduction of a specific place in a way that is attractive to tourists, investors, international organizations or even potential settlers. Most countries spend millions of euros each year on delivering their positive messages. But what can be done if a whole negative campaign against the country has been created? The Romanian, Polish, Hungarian and other responses mentioned in this article will show it.