Inwestycje w markę narodową
Investments in national brand

Summary/Abstract: This article discusses the issues of national brand which concept is increasingly being used in strategies for the economic development of countries. It presents potential be¬nefits and real costs the countries incur when investing in the national brand. The author also raises the question of the value of national brand, which helps to estimate the effects of efforts to build, strengthen and protect the national brand.

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