Country as a Corporate Brand. Developing a Framework for Place Brand Communication: a Case Study of Poland
Country as a Corporate Brand. Developing a Framework for Place Brand Communication: a Case Study of Poland

Summary/Abstract: Place branding requires a complex approach and thinking in the categories of various stakeholders and target groups. The purpose of the paper is to indicate the possibilities of using the procedures of developing the corporate brand communica-tion strategy in place branding. We explain how to make use of the comprehensive approach to country brand communication, taking into account the complexity of goals, target groups and the multidimensional nature of place brand communica-tion. The paper combines theoretical discussion made on the basis of the literature studies with the case study leading to the formulation of strategic implications for brand communication of Poland. The analysis of the country brand potentials was supported by the results of qualitative research. We used also the mind-mapping method which allowed us to identify key words integrating various potentials and define a clear brand idea. We applied the procedure of corporate brand communi-cation planning to country branding, pointing out the possibility of comparing the country brand to the corporate brand.

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