Role of internal image in creating strong nation brand Cover Image

Wizerunek wewnętrzny w tworzeniu silnej marki kraju
Role of internal image in creating strong nation brand

Author(s): Magdalena Daszkiewicz
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: country brand; country image; internal image; internal country image

Summary/Abstract: A strong nation brand is important for economic development of a country and the standard of living of its inhabitants. Apart from objective factors the perception of the country is also affected by various communication processes. The article discusses internal image impact on the holistic image of a country. The article presents the possibilities of the measurement of the internal country image. The author emphasizes the importance of techniques based on free associations in determining the internal country image. To illustrate theoretical considerations the author discusses results of the exploratory survey concerning the internal image of Poland.

  • Issue Year: 2013
  • Issue No: 15
  • Page Range: 51-61
  • Page Count: 11
  • Language: Polish