Warsaw (Puls Biznesu) – The Institute of Polish Brand (IMP) and the Polish Chamber of Commerce (PCC) finished the first stage of the ‘Brand for Poland’ project in December 2004. The stage cost PLN 5m (EUR 1.3m). IMP managed to prepare the core idea for Poland: Creative Tension. Since December, IMP has been waiting for the decision of the government.
We cannot do that by ourselves any longer. Now, we need to visualise the core idea, Miroslaw A. Boruc, IMP CEO said.
In his opinion, the second stage will cost about PLN 6m. It will probably last 10-12 months.
Then, Poland’s marketing programme should be officially launched, he added.
The problem is that now IMP and PCC have to wait for the new government to be created and then to make decisions. Time is running out because in 2007, the national development programme is starting, with funds provided for Poland’s marketing.
I have personally entered into the programme the possibility to spend money for Polska brand including promotion in global media or presenting Polish goods abroad. I believe that the first stage of works done by IMP, with the participation of Wally Olins, was a success. I’m for introducing the second stage provided that expenditures are rational and tasks planned in detail, Marcin Kaszuba, deputy Minister of Economy said.
But it will be the new cabinet to make decisions.
This project should be part of the whole programme for promoting Poland. I’ve heard that the project is good but it won’t be until the new government learns it that it will be either accepted without changes, with objections or done anew. We have no time to waste months so I believe that the new government will take care of Poland’s promotion within weeks since it’s created, Adam Szejnfel, an MP of Citizens’ Platform (PO), one of the two winning party, which are going to build the cabinet commented.
There is no doubt that having a brand is very profitable to a country. IMP would like Poland to join the group of 25 countries with best brands within 25 years. It won’t be easy because there are six countries with population similar to Poland’s, which are leaders in their regions, who want to achieve the same goal: Spain, Korea, Poland, Columbia, Argentina and South Africa. Korea wants 70 percent of its exports to be brand products till 2010. Today, 90 percent of Polish exports goods are anonymous or sold under someone else’s brands. Meanwhile, research prove that 60 percent of the value of U.S. products are connected with the country of origin. In South Africa it is 16 percent, probably it is similar in Poland.
(PLN 1 = EUR 0.256)