A Call to Action: It’s Time for Romanian Brands to Shine

We believe it’s time for our country to step into the spotlight, take center stage, and show the world what we’re made of. As a nation, we have the potential to rise above our current position in the Global Soft Power Index and it all begins with investing in our brands, our people, and our future.

Raising Our Brand: A Journey of Collaboration and Innovation

At Carel Woodworks, we have always aimed high. Our journey from a small family business to a recognized name internationally wasn’t easy, but it has been incredibly rewarding. We learned that success in today’s business world is not just about creating quality products, but about creating experiences and feelings around those products.

We collaborated with brilliant designers, invested in modern design trends, and created a team specializing in online marketing, allowing us to reach audiences far beyond our borders. This strategic investment in marketing and design has helped us raise the profile of our brand globally.

But our journey is far from over. It’s a challenging road, but it’s one worth traveling—both for the growth of our individual companies and for the betterment of the Romanian business environment for future generations.

The Global Soft Power Index: Where Does Romania Stand?

Romania currently ranks 58th in the Global Soft Power Index, a ranking that analyzes how people perceive national brands worldwide. This index measures the presence, reputation, and influence of a country’s brand on the global stage. While Romania has climbed six places since last year, we still have a long way to go.

The top of the index is dominated by countries like the United States, the United Kingdom, and China, which are known for their economic and geopolitical power. They have strong national brands recognized for everything from tourism and gastronomy to military and economic strength.

Romania, on the other hand, faces competition from other countries in Eastern and Central Europe. While we’ve made progress, with our economy growing steadily over recent years, we still lack strong, internationally recognized brands.

Romanian Brands: Stepping into the Spotlight

One of the biggest challenges Romania faces is the limited number of homegrown brands that are truly recognized on the international stage. Our competitors have already established their reputations—France is known for its wine and cheese, Switzerland for its chocolate, and Germany for its cars. While Romania produces top-tier mineral water, wine, and has beautiful landscapes, few beyond our borders know these facts.

We at Carel Woodworks believe that this needs to change. We need to put Romanian brands on the map, not only to improve our national standing in global rankings but also to drive international investment and create jobs at home.

The Power of Collaboration

No single company can elevate Romania’s brand on its own. It’s not enough for us to each do a little bit separately. We need to unite our efforts and work together. A great example of this is Moldova’s wine industry, which has successfully created a strong presence in international markets thanks to partnerships and strategic cooperation.

In the same way, Romanian brands can collaborate to form a cohesive strategy, using our strengths in wine, water, tourism, and culture to present a unified front to the world. Collaboration between the private and public sectors is crucial, and we need the government’s support to make this vision a reality.

The Role of National Branding

A strong national brand does more than just attract tourists. It also brings in investments, talent, and students, helping to strengthen our economy and our global standing. Brands like Dacia and Bitdefender have already paved the way, but there’s so much more we can do.

At Carel Woodworks, we see ourselves as part of this movement. By pushing boundaries, investing in innovation, and collaborating with others, we aim to help elevate Romania’s global profile. But we’re not just doing it for ourselves—we’re doing it for the next generation of Romanian entrepreneurs. By creating a strong business environment today, we’re laying the groundwork for a brighter, more prosperous future.

Creating Not Just Products, But Feelings

What we’ve learned through our journey is that creating products is only one piece of the puzzle. Today’s consumers are looking for something more—they’re looking for products that resonate with them on an emotional level, that tell a story and create a feeling.

At Carel Woodworks, we’ve embraced this approach. We no longer just produce furniture; we create experiences. Our collaborations with designers and our investment in marketing allow us to tell a story with every piece we create. This is what sets us apart and what will help elevate Romania as a brand on the global stage. We kindly invite you to learn more about Arbore, the premium furniture brand creating nourishing spaces.

Building a Better Future

Romania’s current ranking in the Global Soft Power Index reflects the challenges we face as a nation. We are currently ranked 58th, just climbing six positions in the past year. The world knows little of Romania’s strengths beyond Dracula, Hagi, and Simona Halep. While these names have helped to build some recognition, we need to do more to build our country’s reputation as a leader in innovation, design, and quality.

It is time for all Romanian companies to come together, take a leap forward, and step into the spotlight. Our country has the talent, creativity, and resources to compete on the world stage, and we must work collectively to make this happen.

By focusing on creating powerful brands and investing in innovation, we not only elevate our own companies but also create a better business environment for future generations. Together, we can change the perception of Romania on the global stage, ensuring that our country is recognized not just for its history but for its future.

The Road Ahead

At Carel Woodworks, we’ve taken the first steps on this journey, and we invite other Romanian brands to join us. It’s a tough road, but one worth traveling. Our success as businesses isn’t just about our own growth—it’s about building a better Romania, one that can lead the world in creativity, innovation, and design.

The world is changing, and it’s time for Romania to change too. Together, we can make sure our country is recognized not just for what it was, but for what it is becoming—a leader in global soft power, a beacon of innovation, and a source of national pride.

Let’s step into the spotlight, let’s take the leap. Romanian brands, the world is watching—now is the time to shine.