Image of Poland to be improved with Polish Chamber of Commerce program

The Polish Chamber of Commerce (KIG) will inaugurate a new national ma rketing program, which is to change Poland's image on the international arena. Its main aim is to place Poland in a group of the top 30 most d eveloped countries of the world. "No company in the world, even with great renown, cannot be viewed better than the country it comes from," claims Marek Kloczko, the general secretary of KIG. "Therefore it is essential to create a brand for the country, in order to support the effort of domestic companies". Currently Poland does not have a very positive image, products most often associated with the country are vodka and sausage, and even those are viewed without a specific brand. The Institute for Polish Brands (IMP) which will be in charge of the program announced a plan to join the forces of all institutions involved in promoting Poland, such as the economy ministry and the Polish Tourism Organization (POT). (Rzeczpospolita, p. B5; Prawo i Gospodarka, p. 7) A.K.