REQUEST FOR EXPRESSIONS OF INTEREST

CONSULTING SERVICES FOR DEVELOPMENT OF A COUNTRY BRANDING STRATEGY FRAMEWORK FOR THE REPUBLIC OF MOLDOVA

REPUBLIC OF MOLDOVA MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES COMPETITIVENESS PROJECT Sector: General industry and trade sector IDA Credit No. 71740 IBRD Loan No. 94230 Project ID No. P177895 Reference No. MD-CEP-548088-CS-CQS

The Republic of Moldova has received financing from the World Bank toward the cost of the Micro, Small and Medium-Sized Enterprise Competitiveness Project (MSME) and intends to apply part of the proceeds for consulting services.

The consulting services (“the Services”) include development a comprehensive, research-based Country Branding Strategy Framework for the Republic of Moldova, enhancing its international image and positioning as a competitive destination for: Foreign Direct Investment (FDI), Exports, Tourism, Talent and education.

The assignment will be performed in the period of 6 to 8 months from the Contract Effective Date.
The Terms of Reference (TOR) for the assignment is attached to this request for expressions of interest.

The Project Implementation Unit of the MSME Competitiveness Project now invites eligible consulting firms (“Consultants”) to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services (required qualifications and experience of the firm, but not individual experts’ bio data).

This assignment requires a Consultant that shall be an experienced international firm or consortium of firms, with demonstrated expertise in country branding, strategic communication, and perception research. The Consultant shall provide documentary evidence (including descriptions of completed contracts and client references) demonstrating compliance with the following requirements: ● Proven experience in carrying out country branding / place branding strategy assignments, with at least seven (7) years of relevant professional experience ● Demonstrated experience in developing national or regional branding strategies, including positioning, narrative development, and governance frameworks ● Proven expertise in market research and perception analysis, including surveys, stakeholder consultations, and benchmarking exercises ● Demonstrated ability to deliver high-level strategic advisory services for public sector institutions, including governments, investment promotion agencies, or international organizations ● Proven experience in working with donor-funded and/or IFI-financed projects (World Bank experience will be considered an advantage) ● Strong analytical, strategic thinking, and stakeholder engagement capabilities ● Experience working in emerging markets or small economies will be considered an advantage

The Consultant may associate with local firms to strengthen local knowledge and stakeholder engagement..

The attention of interested Consultants is drawn to Section III, paragraphs, 3.14, 3.16, and 3.17 of the World Bank’s “Procurement Regulations for IPF Borrowers” November 2020 (“Procurement Regulations”), setting forth the World Bank’s policy on conflict of interest. A Consultant will be selected in accordance with the „Consultant’s Qualification-based Selection” method set out in the Procurement Regulations.

Consultants may associate with other firms to enhance their qualifications; but should indicate clearly whether the association is in the form of a joint venture and/or a sub-consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly and severally liable for the entire contract, if selected.

The Expression of Interest shall clearly state the name of the Consultant (individual Firm, Joint Venture or sub-consultancy). The Consultant shall provide relevant references (assignment name, Client, time frame, the role of the firm (main Consultant/Partner in JV/sub-consultant, contract amount, tasks performed etc.) to confirm its experience and qualifications.

Further information can be obtained at the address below during office hours.

Expressions of interest must be delivered in a written form to the address below (in person, or by mail, or by e-mail) by May 13, 2026, COB.

Project Implementation Unit of the MSME Competitiveness Project 180, Stefan cel Mare Ave., office 815, MD-2004, Chisinau, Republic of Moldova Tel: + 373 22 296-723 e-mail: piu@mded.gov.md web: www.uipac.md

E-mail for submission of the clarifications: piu@mded.gov.md

E-mail for submission of the EoIs: procurementmgf@gmail.com

Only the notification of EoI submission must be sent to piu@mded.gov.md TERMS OF REFERENCE Consultancy Services for Development of a Country Branding Strategy Framework for the Republic of Moldova A. Background The Government of the Republic of Moldova (GoM) is pursuing a policy agenda aimed at supporting export-led economic growth. The MSME Competitiveness Project aims to increase the competitiveness of Moldovan enterprises by reducing the regulatory burden they face, improving access to finance, and strengthening MSME development and export competitiveness. The Project supports the digitization of government-to-business (G2B) services, which is expected to reduce compliance costs and administrative burdens for enterprises. In addition, improvements in quality infrastructure increase the availability of accredited laboratory services and reduce costs for enterprises, thereby facilitating increased exports. These measures contribute to enhancing MSME competitiveness in both domestic and international markets. The Project also provides funding for partial credit guarantees to improve MSME access to finance, as well as support for enterprises to upgrade their products and services. As a result, access to finance is expected to improve, contributing to MSME survival and growth, job creation or retention, and increased competitiveness and export performance. A key challenge facing the Government of the Republic of Moldova is the need to promote sustainable economic growth and job creation driven by robust private sector activity, exports, and increased investment. In accordance with its development agenda, the Government aims to steer the economy towards export-oriented production activities and better exploit the country’s potential as a natural transit point between East and West. In accordance with its mandate, Invest Moldova Agency supports domestic companies in their internationalization efforts and in the adoption of modern export instruments. In this context, the Invest Moldova Agency (the Beneficiary) seeks to contract an experienced consulting firm to develop a comprehensive Country Branding Strategy Framework, establishing the strategic foundation for Moldova’s international positioning. B. Objective of the Assignment General Objective The overall objective of this assignment is to develop a comprehensive, research-based Country Branding Strategy Framework for the Republic of Moldova, enhancing its international image and positioning as a competitive destination for: Foreign Direct Investment (FDI), Exports, Tourism, Talent and education Specific Objectives To achieve the above objective, the Consultant shall undertake the following:

1. Assess Moldova’s current perception domestically and internationally
2. Identify strengths, weaknesses, opportunities and threats
3. Define Moldova’s competitive positioning versus peer countries
4. Develop a clear Country Value Proposition
5. Identify and prioritize target audiences
6. Develop a coherent national narrative and messaging framework
7. Conduct an audit of existing branding initiatives
8. Propose a governance and coordination model
9. Develop a strategic activation roadmap

C. Tasks to be performed (Scope of Work) The assignment is structured in two major pillars, combining analytical work with strategic development. The Consultant is expected to apply a structured, evidence-based approach, ensuring that all analytical outputs directly inform the development of the country branding strategy.

PILLAR 1 – Research, Diagnostics and Institutional Alignment Task 1.1 – Perception Analysis The objective of this task is to establish a clear and evidence-based understanding of how the Republic of Moldova is currently perceived across different international and domestic audiences. The analysis should combine multiple sources of information in order to capture both quantitative indicators and qualitative sentiment, with a focus on identifying perception gaps and opportunities for repositioning. In this context, the Consultant shall undertake the following analytical activities: • Conduct a desk review of relevant international and regional sources, including: o Nation branding indices o Investment climate and competitiveness reports o Tourism perception studies • Perform a structured media and digital sentiment analysis covering the period 2021–2025 • Undertake social listening exercises in selected priority markets to identify prevailing narratives and associations • Identify key perception gaps between domestic and international audiences

Task 1.2 – Target Audience Segmentation and Prioritization The purpose of this task is to define and prioritize the key audiences that Moldova should target through its country branding strategy. This process should ensure that the strategy is focused, differentiated, and aligned with national development objectives. The Consultant shall carry out the following: • Identify and segment key audiences relevant for Moldova’s international positioning, including: o Investors o Tourists o Talent and professionals o International students o Diaspora communities o Media and opinion leaders • Develop a prioritization framework that distinguishes between: o Primary audiences (highest strategic relevance) o Secondary audiences (supporting segments) o Emerging audiences (future opportunities)

Task 1.3 – Qualitative Research and Stakeholder Consultations The objective of this task is to complement the analytical findings with qualitative insights and ensure that the strategy is grounded in stakeholder perspectives. The focus shall be on generating deep, insight-driven understanding rather than large-scale quantitative data. The Consultant shall implement the following qualitative research activities: • Conduct in-depth interviews (minimum 20–30) with key stakeholders, including: o Government representatives o Business leaders and investors o Sector experts o Diaspora representatives o Academia and international partners • Organize focus groups (minimum 3–5 sessions), where appropriate, to test perceptions, narratives, and positioning hypotheses These activities shall aim to validate findings, identify perception nuances, and ensure stakeholder alignment.

  Task 1.4 – Strategic Diagnostic The objective of this task is to synthesize analytical findings into a structured diagnosis of Moldova’s current positioning. The Consultant shall apply a recognized analytical framework to ensure clarity, consistency, and strategic relevance. The Consultant shall: • Develop a structured diagnostic using SWOT or an equivalent framework • Identify and analyze: o Core strengths and differentiators o Key weaknesses and perception gaps o Strategic opportunities aligned with global and regional trends o External risks and threats • Clearly articulate the implications of the diagnostic for Moldova’s positioning

Task 1.5 – Competitive Benchmarking The purpose of this task is to position Moldova in a comparative context and identify areas where it can differentiate itself from peer countries. The Consultant shall: • Benchmark Moldova against a minimum of three comparable countries • Analyze differences in positioning, perception, and branding approaches • Identify: o Positioning gaps o Competitive advantages o Differentiation opportunities

Task 1.6 – Institutional Branding Audit The objective of this task is to assess the current landscape of branding and promotional activities related to Moldova and to identify areas for improved coordination and consistency. The Consultant shall: • Map all relevant stakeholders involved in promoting Moldova • Review existing branding and communication assets, including: o Campaigns o Branding initiatives (e.g., Tree of Life, Moldova Wine) o Websites and promotional materials • Identify: o Inconsistencies in messaging and positioning o Gaps and overlaps in communication efforts o Existing good practices In addition, the Consultant shall: • Develop recommendations for: o Harmonization of messaging o Establishment of a clear message hierarchy o Strengthening institutional coordination • Facilitate at least two stakeholder alignment workshops

PILLAR 2 – Strategy Development and Framework Design Task 2.1 – Country Value Proposition The purpose of this task is to define Moldova’s core value proposition as a country, ensuring that it reflects both its intrinsic strengths and its competitive positioning internationally. The Consultant shall: • Identify Moldova’s: o Unique Selling Points (USP) o Competitive advantages • Structure the value proposition across key sectors, including: o Investment o Tourism o Education o Exports

Task 2.2 – National Narrative and Storytelling Framework The objective of this task is to develop a compelling and coherent narrative that communicates Moldova’s identity, strengths, and aspirations in a consistent manner. The Consultant shall: • Define: o A core national narrative o 3–5 storytelling pillars • Develop supporting narratives tailored to: o Different sectors o Different target audiences

Task 2.3 – Positioning and Messaging Framework The purpose of this task is to translate the narrative into actionable communication tools that can be used by stakeholders. The Consultant shall: • Develop: o A strategic positioning statement o A messaging matrix (audience × sector) o Key messages and communication themes

Task 2.4 – Brand Architecture and Governance Model The objective of this task is to ensure long-term coherence and coordination in the use of Moldova’s country brand across institutions. The Consultant shall: • Propose a brand architecture aligned with national stakeholders • Develop a governance model including: o Roles and responsibilities o Coordination mechanisms o Approval processes o Compliance and usage guidelines

Task 2.5 – Strategic Activation Framework The purpose of this task is to define the strategic direction for future implementation phases, ensuring that the transition from strategy to execution is clear and actionable. The Consultant shall: • Identify priority communication directions by market • Define recommended campaign types, including: o Awareness campaigns o Sector-specific campaigns o Reputation-building campaigns • Identify relevant communication channels for each audience • Develop indicative messaging directions and creative territories The framework shall also include: • A phased activation approach • Stakeholder engagement mechanisms • Preconditions for implementation

Task 2.6 – Implementation Roadmap The objective of this task is to translate the strategy into a structured and actionable implementation plan. The Consultant shall: • Develop a roadmap including: o Timeline and sequencing of actions o Indicative budget ranges o Key Performance Indicators (KPIs) o Risk mitigation measures

D. Reports / Deliverables The Consultant shall deliver the following outputs, each including clearly defined content elements to ensure usability and consistency.

1. Inception Report The Inception Report shall confirm the overall approach and implementation plan, including: • Detailed methodology and work plan • Refined research approach and tools • Stakeholder engagement plan • Confirmation of deliverables and timeline

2. Country Perception & Benchmark Report This report shall present the key findings of the perception analysis, including: • Key insights on Moldova’s perception across priority markets • Perception breakdown by audience segments • Identified perception gaps • Media and digital sentiment analysis • Benchmarking results

3. Strategic Diagnostic Report This report shall provide a structured assessment of Moldova’s positioning, including: • Analytical framework (SWOT or equivalent) • Identification of strengths, weaknesses, opportunities and threats • Strategic implications

4. Institutional Audit & Alignment Report This report shall assess the current branding ecosystem and include: • Stakeholder mapping • Assessment of branding initiatives • Identification of inconsistencies and gaps • Recommendations for alignment

5. Country Value Proposition & Narrative Framework This document shall define Moldova’s core positioning and narrative, including: • Country Value Proposition • Unique Selling Points • National narrative and storytelling pillars • Examples of usable messages

6. Country Branding Strategy Framework This document shall consolidate the strategic direction, including: • Positioning statement • Messaging matrix • Target audience prioritization • Strategic communication directions

7. Governance Model This document shall define institutional coordination mechanisms, including: • Roles and responsibilities • Coordination mechanisms • Approval processes • Brand usage guidelines

8. Implementation Roadmap This document shall provide a structured implementation plan, including: • Phased action plan • Timeline and priorities • Budget estimates • KPIs and monitoring framework

E. Timeline The assignment is expected to be implemented over a period of 6 to 8 months from the Contract Effective Date. The indicative timeline for key activities and deliverables is as follows: • Inception Phase – within 2 weeks after contract effectiveness • Perception & Diagnostic Phase – within 3 months after contract effectiveness • Strategy Development Phase – within 5–6 months after contract effectiveness • Finalization Phase – within 6–8 months after contract effectiveness The Consultant shall propose a detailed implementation schedule in the Inception Report, including clear milestones aligned with deliverables defined under Section D.

F. Reporting Arrangements

The Consultant shall report to the Invest Moldova Agency (technical lead) and coordinate closely with the Project Implementation Unit (PIU) throughout the implementation of the assignment. • All deliverables shall be: o Submitted to Invest Moldova Agency o Re viewed jointly by Invest Moldova Agency and PIU o Formally approved by the management of Invest Moldova Agency The Consultant shall ensure: • Regular coordination meetings (weekly or as agreed) • Timely submission of deliverables in accordance with the agreed timeline • Incorporation of comments and feedback from Invest Moldova Agency, PIU, and (where applicable) the World Bank

G. Qualification Requirements

This assignment requires a Consultant that shall be an experienced international firm or consortium of firms, with demonstrated expertise in country branding, strategic communication, and perception research. The Consultant shall provide documentary evidence (including descriptions of completed contracts and client references) demonstrating compliance with the following requirements: • Proven experience in carrying out country branding / place branding strategy assignments, with at least seven (7) years of relevant professional experience • Demonstrated experience in developing national or regional branding strategies, including positioning, narrative development, and governance frameworks • Proven expertise in market research and perception analysis, including surveys, stakeholder consultations, and benchmarking exercises • Demonstrated ability to deliver high-level strategic advisory services for public sector institutions, including governments, investment promotion agencies, or international organizations • Proven experience in working with donor-funded and/or IFI-financed projects (World Bank experience will be considered an advantage) • Strong analytical, strategic thinking, and stakeholder engagement capabilities • Experience working in emerging markets or small economies will be considered an advantage The Consultant may associate with local firms to strengthen local knowledge and stakeholder engagement.

H. Terms of Payment

The Contract will be a lump-sum contract for small assignments, in accordance with World Bank procurement procedures. The tentative payment schedule is as follows:

10% – Upon acceptance of the Inception Report - To be submitted within 2 weeks after the Contract Effective Date. The Inception Report shall include: • Refined methodology and work plan • Detailed timeline and milestones • Research tools and approach • Stakeholder engagement plan • Confirmation of deliverables and implementation structure

30% – Upon acceptance of Report No. 1 (Perception & Diagnostic Package) - To be submitted within 3 months after the Contract Effective Date. This report shall include, at minimum: • Country Perception & Benchmark Report • Strategic Diagnostic Report • Preliminary findings relevant for positioning • Initial insights on target audiences and perception gaps

40% – Upon acceptance of Report No. 2 (Strategy Framework Package) -To be submitted within 5–6 months after the Contract Effective Date. This report shall include, at minimum: • Country Value Proposition & Narrative Framework • Country Branding Strategy Framework • Messaging matrix and positioning statement • Strategic Activation Framework • Governance Model

20% – Upon acceptance of the Final Report (Final Consolidation Package) - To be submitted within 6–8 months after the Contract Effective Date. The Final Report shall include: • Final Implementation Roadmap (timeline, budget, KPIs) • Consolidated and validated strategy • Adjustments based on stakeholder consultations • Final recommendations for implementation and next phases