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The Building and Management of the Nation Brand: The Example of Poland
Abstract
The primary goal of this chapter is to analyze the issue of building and management of a brand based on the example of the nation brand of Poland. This chapter consists of two complementary parts: theoretical and empirical. The starting point for a theoretical discussion is to show the specificity of the nation brand in relation to the corporate brand. The above-mentioned issues are presented through the key theories and models based on the literature studies. The second part of this chapter is empirical and was based on the case study of building the brand for Poland. Poland, as one of the first countries in Central Europe, took on the challenge to build the nation brand. This program, although modified several times, has been carried out since the beginning of 1990s in the last century to the present day. The empirical part of this chapter focuses not only on describing the actions taken but also on showing their effects.
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