Poland: Exploring the relationship between national brand and national culture

Kubacki, K and Skinner, H (2006) Poland: Exploring the relationship between national brand and national culture. Journal of Brand Management, 13 (4-5). pp. 284-299. ISSN 1350-231X

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Abstract

This research aims to identify the essence of the Polish national brand and the way Polish culture is being communicated through the national brand. Having conducted both quantitative and qualitative research into the cultural symbols of the nation and their representations within and outside of Poland, the findings show a discrepancy between what is perceived as the national brand within Poland, the way the brand is communicated, and the way the brand is perceived outside of the country. The paper concludes with some reflections upon the relationship between national brand and national culture, and how this could be better managed.