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The Warsaw Voice » Special Sections » December 1, 2014
Poland - Meetings Destination
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Promoting Poland
December 1, 2014   
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A new logo intended for use in campaigns promoting Poland and Polish brands will be selected from three designs in a nationwide online poll that runs until Dec. 14.

All three proposals for the logo depict a red spring—the aim is to portray Poland as a country full of creative tension. The new logo is intended to be used in all kinds of promotional campaigns aimed at strengthening the image of Poland and Polish brands abroad, according to the group of private business associations that organized the poll.

Citing the findings of the Country Brand Index 2014-15 study released by international consulting and marketing firm FutureBrand Nov. 11, the poll organizers say the image and reputation of a country should be managed in a similar fashion to corporate and consumer brands. This shows that the “Logo for Poland” promotional campaign for Poland is headed in the right direction, the poll organizers say.

Working on the Country Brand Index 2014-15, FutureBrand collected qualitative and quantitative data from 2,530 international business and tourism opinion leaders in order to find out how consumers perceived different countries. The study indicates that a strong country brand helps build a country’s advantage over others in areas such tourism, investment, trust and consumer preferences regarding products and services. In the report, FutureBrand says that the brand of a country is mainly strengthened by quality products, the appeal a country has for visitors and foreign students, and the quality of the local infrastructure.

Paweł Tyszkiewicz of the SAR Marketing Communications association, one of the organizers of the poll in Poland, says international surveys conducted by organizations such as FutureBrand are a good argument in the ongoing debate on Poland’s country brand and the “Logo for Poland” poll.

FutureBrand’s findings are “valuable to us and confirm us in the belief that the public initiative undertaken by Polish enterprises could really make a difference for the image of Poland, help make Polish business successful, and create a more investment-friendly atmosphere,” Tyszkiewicz said. “We also hope that in the coming years, the ‘Logo for Poland’ project will propel Poland from number 45 in FutureBrand’s league table into the top 30. Poland is the 20th largest economy in the world and we should aspire to put the ‘Polska’ country brand among the world’s 20 most valued brands.”

The way country brands are perceived to a large extent depends on factors such as innovation, technological development and the political and economic environment. Success in these areas is the most effective way to strengthen a country brand, Tyszkiewicz says.

Marek Kłoczko, general director of the Polish Chamber of Commerce (KIG), another of the poll’s organizers, said, “We all want Polish companies to increase sales and margins on foreign markets. This will translate into higher GDP, salaries and employment. Strong country branding will mean that products from Poland will be more highly valued and popular around the world and unambiguously identified with the values espoused by Polish people.”

Earlier this year, a promotional campaign called “Polska. Spring Into New” was conducted across Europe to showcase how successful Poles have been over the 25 years since the fall of communism. The campaign used elements of a visual concept called Creative Tension and designed by the Saffron Brand Consultants company. The campaign marked three important anniversaries in Poland’s recent history: regaining freedom in 1989, joining NATO in 1999, and entering the European Union in 2004.

The campaign aimed to highlight the energy of the Polish people and show that this energy triggers and drives changes for the better. A promotional video for the campaign used a logo in the shape of a spring designed by Saffron Brand Consultants, once headed by British branding expert Wally Olins. The spring aimed to represent such characteristics of Poland and Polish people as creativity, diligence, dynamism and pursuit of change.

The poll, at www.logodlapolski.pl, runs until Dec. 14, but the organizers say that even after this date they will continue to press ahead with an information and education campaign and conduct public consultations on building and identifying the “Polska” brand.

The poll has been organized by the SAR Marketing Communications Association, the Lewiatan confederation of Polish employers, the Employers of Poland organization, and the Polish Chamber of Commerce. The campaign for the logo also involves Poland’s Foreign Ministry and the Voice is a media partner of the campaign.
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