The Polska Brand as a Challenge for Polish Cultural Diplomacy. Old Determinants, New Strategies
The Polska Brand as a Challenge for Polish Cultural Diplomacy. Old Determinants, New Strategies

Summary/Abstract: This paper analyses the evolution of the strategy employed by Polish cultural diplomacy for the promotion of a positive image of Poland in the context of a long-term strategy for developing the Polska brand in the world. The analysis takes the form of a case study and concerns selected aspects of the activity of the Adam Mickiewicz Institute – currently the most influential governmental institution responsible for promoting Poland in the world through culture. The paper presents the main determinants and challenges in shaping a coherent message about Poland and their influence on the current strategy for promoting the Polska brand through cultural diplomacy. The critical analysis places the Institute’s activities in the context of the priorities of Polish foreign policy and puts forward a thesis on the growing influence of the Institute on the development of Polish culture, Polish cultural diplomacy, and nation branding in Poland.

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