Poland: exploring the relationship between national brand and national culture

Heather Skinner, Krzysztof Kubacki

    Research output: Contribution to journalArticlepeer-review

    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.
    Original languageEnglish
    Pages (from-to)284 - 299
    Number of pages15
    JournalJournal of Brand Management
    Volume13
    Issue number4
    DOIs
    Publication statusPublished - 1 Sept 2006

    Keywords

    • nation branding
    • poland
    • national identity
    • cultural identity

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