International image of Poland and Poles

1
International image of Poland and Poles

• What do other nations think about Poland and
  Poles?

2
National marketing

• It is a long term process which aim is to built
  such a competitive economical position of the
  country that is adequate with ambitions of that
  country (people, companies, organisations,
  government)

3
Why do countries care about their image?

• the world becomes very close lower barriers to
  entry into a new market (things which make it
  difficult for a company to enter a new market),
  similar products and similar advertising message
  (whatever a company is trying to communicate in
  an advertisement)
• presence of multinational corporations (global
  industrial branches, governments loose the
  possibility to influence on MC)

4
Why do countries care about their image?

• fast development of technology (the most
  important thing now-a-days is information)
• high competition between countries

5
National brand

• Brand which is recognised throughout a whole
  country, not just in a local area. A national
  brand can be known abroad.

6
Elements of the national brand

• history (trump or ballast?)
• culture
• famous people (living in the past and at present)
• brands and special products (original)
• economy (stability, level of costs, technology
  development)
• people (i.e. attitude towards working)

7
Nationality

• is a complicated community (i.e. in Great Britain
  there live English, Scotch and Welsh the Koreans
  live in two countries)
• the image of people living in a country, special
  features (like solidity, carelessness, laziness)
  are transferred to the image of national products
• stereotype that in general is not true but
  simplifies the decisions making process

8
Examples of extreme stereotypes

• the Netherlands make people think of tulips,
  windmills, bicycles, painting art, Philips
  company, monarchy, very liberal people
• Italy origin of Mafia, brands like Versace,
  Chianti
• Japan mass production of popular products,
  luxurious brand Lexus

9
Foreigners opinion about Poles Pentor July 2004
10
Foreigners opinion about Poles Pentor July 2004
11
Foreigners opinion about Poles Pentor July 2004
12
Foreigners opinion about Poles Pentor July 2004
13
Foreigners opinion about PolesPentor July 2004
14
The stereotype of Poles Pentor July 2004

• Features that correspond to Poles
• family people
• religious
• hospitable
• traditional
• handsome

15
The stereotype of Poles Pentor July 2004

• Features that do not correspond to Poles
• well organised
• disciplined
• efficient
• modern, up-to-date
• happy