What is the global perception of the "Poland" brand name?

Entering the EU is a crucial moment for Poland to improve its perception in the world and start building up the Polish brand name. In a global economy, a good country brand name is perhaps the most valuable asset that a state can have to market itself. If Poland does not manage to improve its image, then it will begin to become a transit country with low value. According to the president of the Polish Brand Institute (IMP) Mirosław Boruc, a country's brand name is a kind of a filter which impacts on about half of consumption, investment and business decisions, and influences exports and incoming tourism. During a recent interview for Rzeczpospolita, Kevin Roberts, the general director of Saatchi & Saatchi Worldwide, warned that Polish business will never succeed if Poland as a brand name will not be something that people look for on products that they buy. (Rzeczpospolita, pp. A1, B1) M.M.