Poland's image abroad - JP II and vodka

The Best Place – European Place Marketing Institute think tank's latest report, gathering expert opinion from around the world, finds that Poland is known for the life and work of John Paul II, and vodka, but little else.

These images are out of step with the reality of a Poland that has developed a modern market economy and a young and thriving democracy, according to the new report, Eye on Poland, by Dr. Magdalena Florek and Marta Janowska.

“John Paul II, Warsaw and vodka are the strongest associations connected with our country. The international image is still bland and often based on stereotypes,” the survey taken in November and December finds.

“Experts have identified Poland as a 'cold country in Eastern Europe', which consists of two main cities - Warsaw and Krakow . Almost a third of respondents had no associations at all about Poland, which means that the promotion of our country's image abroad is still weak,” the report continues.

On Poland's attempts to be associated with high quality products, the report says, damningly: “Interestingly, hallmarks of our country's branding are 'cheapness' in construction materials, food and clothing.” (pg)