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1

Branding narodowy jako narzędzie budowania pozytywnego wizerunku państwa na arenie międzynarodowej

100%

Zakościelna A.

Krakowskie Studia Małopolskie

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2017

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vol. 22

131-144

EN

An important standpoint in national branding discourse is to draw attention to the fact that the international public, as well as each individual member, has certain associations connected with the countries, its inhabitants and national products. Connotations received over the years, which are strongly related to the upbringing in social groups, give us the opportunity to establish order, hierarchy, categorization and thus easier understanding of the world. The subjective interpretation of the mentioned factors and many others defined by Simon Anholt as “one million of private convictions” create country image which can be managed by the implementation of nation branding strategy.

2

National economic image and soft economic power evaluation

61%

Chugaiev O.

Torun International Studies

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2015

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issue 8

13-25

EN

The article provides a review of national economic image, brand, and soft economic power evaluation methods based on opinion polls or objective indicators. The author elaborates and tests a webometric method for evaluation of specific components of national economic image and soft power. National economic image is measured as the share of positive messages in total number of messages about economy of a country. Soft economic power is described as national economic image adjusted for absolute amount of positive economic information about a country. Various key words and expressions are used for web search query to analyze specific components of economic image (trade, inflation, finance, budget, quality, competitiveness, investment, business, corruption, corporate governance, wages, economic cooperation or conflicts, economic growth or crisis). The advantages and limitations of the suggested approach are discussed. The sample for testing the method includes Poland, Ukraine, Russia, Turkey, Romania, Germany, and Moldova. Germany and Poland have almost no major weaknesses, while Russia and Ukraine have almost no major strengths among economic image components. Germany is a soft power leader in the majority of areas, followed by Russia, Turkey and Poland. Ukraine, Romania, and Moldova can improve their image and soft power by better real economic performance and wider coverage of positive economic information about these countries.

3

Stereotypy narodowe jako narzędzie pomocne w kreowaniu wizerunku marki państwa? Badanie odbioru kampanii „Poland. Come and complain”

61%

Zakościelna A.

Nowa Polityka Wschodnia

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2016

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vol. 1(10)

95-111

EN

Effective process of creating the national brand should be related to the current image of the country, perceived by international public opinion – also through the prism of stereotypes existing in society. Wondering if the there is a possibility to make use of existing beliefs as a method to create brand of the country, the survey among viewes of “Poland. Come and Complain” advertisement was conducted. The study presented in this article, attempt to answer the question about the possible risks and benefits which may result from using stereotypes in the branding process. The outcome of research conducted among a group of international students indicate differences both in their opinions about Poland and Polish people and campaign reception, allow to draw a conclusions. These however may be useful in the process of national branding creation, especially for Eastern European countries which still face the problem of negative image.

RU

Эффективный процесс формирования национального брэнда требует от лиц, принимающих решения, ссылки на нынешний имидж государства, воспринимаемый международным общественным мнением, а также рассматривание этого вопроса через призму существующих в обществе стереотипов. Размышляя над возможностью использования существующих убеждений, как вспомогательного инструмента в создании образа государственно го бренда, было проведено исследование восприятия польской компании „Poland. Come and Complain”. Цель анализа, представленного в ниже пред-лагаемой статье, заключается в попытке найти ответ на вопрос, касающийся возможных рисков и пользы, связанных с оперированием стереотипами в процессе формирования государственного имеджа. Результаты подсчётов, проведённых в студенческих международных группах, показывающие различия, как в оценке кампании, так и в предыдущих отзывах относительно Польши и Поляков, позволяют сделать выводы. Это может быть полезно в процессе национального брендинга, в частности, для стран Восточной Европы, которые продолжают бороться с проблемой негативного имиджа.

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1 Krakowskie Studia Małopolskie

1 Nowa Polityka Wschodnia

1 Torun International Studies

2 Zakościelna A.

1 Chugaiev O.

1 2017

1 2016

1 2015

Branding narodowy jako narzędzie budowania pozytywnego wizerunku państwa na arenie międzynarodowej

National economic image and soft economic power evaluation

Stereotypy narodowe jako narzędzie pomocne w kreowaniu wizerunku marki państwa? Badanie odbioru kampanii „Poland. Come and complain”