Image of Poland and Polish brands in the eyes of foreigners living in Poland
The nation branding discipline, which has gained so much popularity over the last decade, aims to build a positive image of the country. The image of a country translates into its perception and treatment by the world. Ultimately, a product from a not positively associated country may be unknowingly deleted from our shopping list. The article presents the results of research conducted over the past 20 years concerning the condition of the Polish national brand. A detailed analysis of the image of Poland and Polish brands was made from the unfamiliar perspective of foreigners living in Poland. The summaries include conclusions and recommendations for building a strong national branding strategy.