‘Moldova the Brand’ (MTB) project aims to develop, in co-operation with both the private and public sectors, a dynamic national brand for the Republic of Moldova (RM), as well as an international marketing strategy to efficiently and effectively promote this brand in both domestic and international markets. The key questions addressed by the MTB project are what Moldova stands for today and what its positioning should be in the future. The national brand that is to be developed and registered will embody the key attributes of how Moldova would like to be positioned internationally, with a clear proposition to ensure its competitive advantage.