In a strategic joint venture project with Ageron Consultants, Bloom Consulting was hired to develop a Country Branding strategy and implementation project for the Polish Ministry of Economy. The project required long-term, in-depth research that covered multiple facets of the Polish investment brand. To gather integral data, we used a variety of methods to investigate the external image of the Polish Nation and its economy within its main markets for trade and investment. Our research concluded that the most valuable asset of Poland’s investment brand is its strong human capital; that is to say, its people. This discovery helped us form “Polska Power”, which was our Country Branding strategy and brand implementation which entailed involving Poland’s citizens in developing the image of their Country’s economy.
The project output included the development of the brand strategy, the brand concept design, a logo, marketing promotion, and brand management tools. The new Polish brand for trade and investment was launched in autumn 2011 and has been fully and successfully implemented by the Polish Ministry of Economy since then.
