Marka kraju a marka produktu: wybrane zagadnienia
Country brand and product brand: selected issues

Summary/Abstract: The purpose of this article is to identify links between the product brand and the brand of the territorial unit, which is the country. The authors point out that building the brand of the product and the brand of the country should be treated with the same seriousness and that the same tools can be used in both cases. Today, products are no more distinguished by their functionality but by their add-ed value, such as quality and brand. The brand should therefore have a positive impact on consumers’ purchasing decisions. It has a leading position among the immaterial factors creating value for the company. Having a strong brand is an effective way of acquiring and consolidating competitive advantage. In the paper the authors have analyzed the essence of understanding the brand of the product, as well as links between the product brand and the country brand. There has been described the scheme, according to which one should work in creating a national brand as well as the process of building a national brand. The idea of national marketing has been also characterized. To identify factors affecting the image of the country, the authors have described areas of national competences as mentioned in the „The Anholt Nation Brand Index”, which are: tourism, branded exports, foreign and interior policy, investment and immigration, culture, heritage and people. Country of origin effect has been also described as the impact that opinion and the image of the country has on a product that comes from that country.

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