Biblioteka Akademii Marek

For five years now, the Institute of Polish Brand, acting with the authorisation of the Polish Chamber of Commerce and the Minister of Economy and under the patronage of the President of the Republic of Poland, has been implementing the Programme for Restoring the Role and Importance of Brand Names and Trademarks BRAND FOR BRANDS (MARKA-MARKOM).

In a competitive environment, the possession of a brand is the only sure way of success. This applies to regions and countries just as much as to products and companies. Brands emerge as winners in every area. When you lack one, you accept the position of a spectator or satellite.

The gap between the most developed countries and the rest of the world is widening because the former resort to national marketing. They view the globe as a market on which the nations, acting under their own flags and often strengthened by their membership of integrated economic blocs, are competing for wealth, position and appreciation. They apply strategic market management techniques as they implement the long-term visions of their place in the world.

An Economy Under Its Own Flag is a book dedicated to the idea of national marketing of Poland. It is composed of four carefully balanced sections preceded by a recommendation coming from the President of the Republic of Poland.

Part I - From a Vision to Action opens with a lecture by President Aleksander Kwaśniewski entitled The Imperative to Succeed, followed by an introduction by the Institute of Polish Brand reviewing the challenges and opportunities Poland's economy is facing and giving a brief overview of that economy in 2001.

Part II - Marketing Poland is a unique collection of essays and proposals by outstanding experts and authorities, led by the President of the Polish Chamber of Commerce and the Minister of Economy.

Part III - Put Trust in Heritage presents the most famous products from Polish lands over the ages, the best Polish brands, the genealogy of nobility in business, the heraldry of business and the inspiring advices contributed by Japanese experts.

Part IV - Poland, a Land of Good Brands - Poland, a Land of Good Brands contains 17 fascinating case studies and essays on company brands: from the oldest active industrial brand in the world and long-established national brands to ones that were only born after the 1989 watershed, including the leaders of new industries plus, by way of an exception, one legendary trademark to show that a Polish product can defeat all the international competition.