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Poland low on national brand chart


Polonius3 1,000 | 12,449
27 Nov 2010  #1
Poland is down in the 80s on a list of country brands. Branding takes into account not only econ performance but also cultural heritage, tourist attractuions, scenery and other factors contirbuting to a nation's overall image. To promote a better image should Poland do more to ape the West or come up with something unique and original, or both?

Examples of things that improve a country's image include France's New Beaujolais (young wine) campaign as well as one-off things like the rescue of the Chilean miners.
Bratwurst Boy 5 | 9,683
27 Nov 2010  #2
A link?

Do you mean that one?

nation-branding.info/2010/10/13/nation-brands-index-2010

That could be interesting:

nation-branding.info/2010/11/03/mission-statements-of-countries

What should Polands "mission statement" be?

I think that comes first before you could think about a good placement of your brand.
pgtx 29 | 3,159
27 Nov 2010  #3
so what's Polish brands? name it...
Bratwurst Boy 5 | 9,683
27 Nov 2010  #5
National football teams and country brands

nation-branding.info/2010/06/23/national-football-teams-and-country-brands
ShortHairThug - | 1,103
27 Nov 2010  #6
What should Polands "mission statement" be?

Our mission statement is plain to see, tall enough to be seen from German border on a clear day and in stone. We don’t hold grudges and welcome Germans with open arms but as usual people misinterpreted the meaning once again.
Bratwurst Boy 5 | 9,683
27 Nov 2010  #7
tall enough to be seen from German border on a clear day and in stone.

I fear that won't be enough for an INTERNATIONAL nation branding! ;)
sobieski 107 | 2,129
27 Nov 2010  #8
As long as the PIS morons will haunt this country...what branding there could be?
I think for them branding is an anathema whatsoever. Of course that idiot statue in Świebodzin could always thrown in.
ShortHairThug - | 1,103
27 Nov 2010  #9
I fear that won't be enough for an INTERNATIONAL nation branding! ;)

You have to admit, it's a hell of a mission statement though and that's what you asked about.
OP Polonius3 1,000 | 12,449
27 Nov 2010  #10
Don't think footie would be a Polish claim to fame. They're way down on the FIFA list. But the Świebodzin statue as a Guinness type thing could become an unusual European attraction. I hear many Germans are coming to have pictures taken with it...

To sme the natural resrouces such as Białowieża, the Biebrza wetlands and the rugged Bieszczady Mts could be an attraction. The dilemma is this: attract too many tourists and they will trample the naturalness away. And tacky commercial interests will soon contaminate the landscape with their booths, stalls, snackbars and souvenir shops.
zetigrek
27 Nov 2010  #11
Today on Ernst&Young Enterpreur of the Year ceremony the president of Orlen said that they had to change their brand name in Germany because German consumers don't trust Polish products. The same thing was with "Smyk" children clothes producer and chain stores... When passerbies were asked on streets of Germany if they know that store X (I don't remember the German name of smyk) is Polish company they were shocked... and suprised of good quality!

I wonder how many other such cases there are...
Bratwurst Boy 5 | 9,683
27 Nov 2010  #12
You have to admit, it's a hell of a mission statement though and that's what you asked about.

Yes, that is true! :)

The dilemma is this: attract too many tourists and they will trample the naturalness away. And tacky commercial interests will soon contaminate the landscape with their booths, stalls, snackbars and souvenir shops.

Make it a nature protection area...so "contamination" can be limited and snackbars only at a few
places.

Germany is building up a huge nature protection area in the whole north eastern area...step by step more and more territories are included. That's the right way I think to avoid the errors of the earlier years.
convex 20 | 3,978
27 Nov 2010  #13
I wonder how many other such case there are...

BP does business in Germany under the "Aral" brand.
zetigrek
27 Nov 2010  #14
Because they don't trust BP? I doubt.
convex 20 | 3,978
27 Nov 2010  #15
Exxon is Esso...

Those brands are trying to get as much of a "feel good" sensation from the consumers as possible. Their entire reason for being is to get money, nothing else. Path of least resistance...

Do you think it's a question of trust? Chinese products are purchased without a second thought.
zetigrek
27 Nov 2010  #16
That's what the president of that company has said.
Bratwurst Boy 5 | 9,683
27 Nov 2010  #17
Because they don't trust BP? I doubt.

No!

en.wikipedia.org/wiki/Aral_AG

Aral is a brand of automobile fuels and gas stations, present in Germany and Luxembourg, but formerly used in most countries of Western and Central Europe.
The company behind the brand name, Aral AG (previously Veba Öl AG), is owned by BP, but was established in 1898 as Westdeutsche Benzol-Verkaufs-Vereinigung GmbH.
The Aral brand was introduced in 1924 and is a portmanteau of the German words "Aromaten" and "Aliphaten", alluding to the aromatic and aliphatic components found in gasoline, respectively.

They just kept a well introduced brand name...
convex 20 | 3,978
27 Nov 2010  #18
In Poland, "Pingo Doce" is operated as "Biedronka". Same concept.
zetigrek
27 Nov 2010  #19
No. Biedronka was originally polish company but they were sold. And their owners are Jerónimo Martins.
Bratwurst Boy 5 | 9,683
27 Nov 2010  #20
Chinese products are purchased without a second thought.

They don't cost much...cheap money hence not much thoughts.

Expensive goods on the other hand are thought about much more before buying, names and images are most important!
zetigrek
27 Nov 2010  #21
No. Biedronka was originally polish company but they were sold.

Wedel.

The same with Wedel. Wedel is not anymore Polish... but Japanese! ;D

Btw do you know ptasie mleczko my dear foreigner fans of Poland?

Guess who invented "the bird milk"
Bratwurst Boy 5 | 9,683
27 Nov 2010  #22
The same with Wedel. Wedel is not anymore Polish... but Japanese! ;D

Sounds german though... ;)
zetigrek
27 Nov 2010  #23
Ok, the guy who establish Wedel company was of German origins...
convex 20 | 3,978
27 Nov 2010  #24
Expensive goods on the other hand are thought about much more before buying, names and images are most important!

But fuel? How many Germans can even name a Polish brand? I think Orlen would do well in Germany as "Orlen". If the stores were nice, no one cares. Looks like quality=perception of quality.
Bratwurst Boy 5 | 9,683
27 Nov 2010  #25
I googled the Smyk case!

smyk.com/en/about/spiele-max

Also here it seems more to be a case of keeping a well known brand instead of forcing
an unknown brand name on the costumers!

In 2008 the SMYK Group acquired the leading German chain of 41 stores with children's products, Spiele Max. In this way the SMYK Group strengthened its position and became a key player on the German market Spiele Max has been present on the German market for over 25 years and has a very strong position on the market.
The brand has high recognition, and Spiele Max is a leader in a large number of brands and products such as toys, prams, furniture and other equipment for children.

Why are you people seeing always german anti-polishness behind every corner???

But fuel? How many Germans can even name a Polish brand?

As I showed, BP aquired Aral and kept an in Germany well known brand name (since 1924), the same with Spiele-Max instead of changing it to unknown "Smyk".

Why throwing away good value and a well known brand? It would had cost customers...A well established brand is pure money!
zetigrek
27 Nov 2010  #26
Why are you people seeing always german anti-polishness behind every corner???

It was on Polish tv that example of Smyk and their costumers suprised that it's Polish brand. Maybe it was a manipulation of tv. Who am I to know that?
Bratwurst Boy 5 | 9,683
27 Nov 2010  #27
Is that anti-german reporting still the norm of the day? Interesting...
zetigrek
27 Nov 2010  #28
The tv programme was about business not about Germans :)
Bratwurst Boy 5 | 9,683
27 Nov 2010  #29
Business in Germany! With the usual barbs against the "mean, anti-polish Germans", huh?

You sure thrive on it...
convex 20 | 3,978
27 Nov 2010  #30
It was about business not about Germans :)

Indeed if it was advertised as Smyk (Polish brand) anywhere outside of Poland, you'd probably have the same reaction. There is an active thread about Poland and branding....

As I showed, BP aquired Aral and kept an in Germany well known brand name (since 1924), the same with Spiele-Max instead of changing it to unknown "Smyk".

Genau, but Orlen, that would go over quite well in Germany. They didn't buy anyone out. I don't know why there was a need to change the brand....


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