Marka narodowa. Jak skutecznie budować wizerunek i reputację kraju

As a web of multilateral relations grows more and more dense and intensive among countries, their efforts to develop their respective national image and repute (national brand) involves the quest for methods of highlighting their strengths and for effective ways to improve their economic competitiveness. National states increasingly revoke to methods and tools applied by enterprises in order to build their market status. Developing a strong brand and brand management makes one of the crucial areas in which countries emulate solutions developed and applied by enterprises.
National branding (building a national brand) is a phenomenon that relates to activities undertaken by a state’s institutions at both central and local levels and to efforts by private and public entities (associations, social and professional groups, etc.), aiming at development and communication of a country’s competitive advantages.
The book is a result of the Author’s several years of experience from working on the Brand for Poland program, as well as her in-depth research and analyses concerning best practices, methods and strategies of developing national brands in countries all around the world. It was written to be of use to different environments interested in building national brands or already involved in the process.
Due to its structure, inclusion of case studies and comprehensive approach to the problem, the book can be used as topical academic manual for students of different fields of social sciences. Moreover, it may be regarded a compendium of knowledge and best practices useful to Polish public institutions.
The book includes guidelines for public institutions that participate in the process of developing Poland’s national brand. It may also provide a source of inspiration to managers of companies interested in the involvement in this process, as the key issues discussed in the book include that of the importance of corporate brands and products in national branding. Additionally, it gives examples of forms and methods of involving companies into the process of national brand development as well as guidelines on how to use the country of origin as an element that distinguishes a given brand in the market.

The preface to National brand. How to effectively develop a country’s image and repute was written by Wally Olins, a guru in the field of brand building and national branding. Olins is the co-founder of Wolff Olins, at present the Chairman of Saffron with offices in London and Madrid, author of the fundamental work Corporate Identity. He has achieved a status of guru in the area of market identity, worked as advisor to many global organizations and countries in terms of their identity, brands and communication, e.g. to McKinsey, Akzo-Nobel, Repsol, Q8, Portugal’s Council of Tourism, BT, Prudential, Renault and Volkswagen. Guest lecturer in Saïd Business School in Oxford University and in Copenhagen Business School. Participant of seminars dedicated to branding worldwide, a consultant at Polish National Chamber of Commerce and the Institute for Poland’s Brand. His book On Brand has become classic and was translated to 20 languages.

The book’s review was published in Decision Maker’s Library in Decydent & Decision Maker. Enjoy reading!