Izvorni znanstveni članak
https://doi.org/10.32728/ric.2018.34/3
AN EVALUATION OF THE IMAGE OF POLAND AS A NATIONAL BRAND PERCEIVED BY YOUNG FOREIGNERS
Marzena Lemanowicz
; Warsaw University of Life Sciences, Faculty of Economics, Poland
Sažetak
The article provides an overview of the literature on notions including national image, national brand and national branding, then presents selected campaigns promoting Poland in the international arena. It evaluates how Poland, as a national brand, is perceived by young foreigners. Empirical studies were conducted among foreigners at the age of 20-25. 103 respondents from 23 countries participated in the research. The most common associations respondents had with Poland were history, Pope John Paul II and Polish vodka. Warsaw and Krakow are definitely the most recognizable Polish cities. Many respondents expressed positive opinions about Poland’s nature, landscapes, mountains and seaside. Among numerous events organized in Poland, the most well-known were the European Football Championship EURO 2012, the Woodstock Festival and Wroclaw – European Capital of Culture 2016. I believe Poland continues to be perceived through stereotypes, with associations to the Pope, vodka and religion predominating. These were enumerated as the main associations in a 2011 study and since then, despite Poland’s numerous promotional work in the international arena, there has been no success in creating new associations, such as Poland being an innovative and modern country or its people being entrepreneurial, to name two.
Ključne riječi
country image; national branding; national brand; promotion; Poland
Hrčak ID:
191332
URI
Datum izdavanja:
22.12.2017.
Posjeta: 2.656 *