There's been several attempts from various society levels including presidential ones for trying to differentiate or even position our country. In vain.

There's even a dedicated website that remained at a similar level as the one that Romanians seem to be best at: endless discussions and/or useless debates. A while ago, the government gave it another try by pitching local shops for consulting for getting a big international name to the task. The offer was poorly prepared so that none of the reputable Romanians names ventured to get in the pitch.

Having this as a background you can now have a look at a white paper about the need and the opportunity for Romania's (re)branding. [via]

ps. Oh yeah, today was the day when Romania got its formal acceptance for being a full EU member. Today Bucharest seems like a deserted city as given the Francophone summit organized here (read a costly Romanian PR gig) everywhere around the downtown area the traffic has been restricted and, just in case, most of the public workers were given three days off. Besides, all schools are closed.

Other than that, in Bucharest it's business as usual. :)