Perception of the national brand in the opinion of the inhabitants of Poland and Spain – a comparative analysis

The article focuses on the process of building a national brand on the example of two countries: Poland and Spain. Its main purpose is to define the image of Poland and Spain abroad, and the specific objectives are to determine the perception of Poland and Poles as well as Spain and Spanish abroad, as well as to identify the recognition of the Polish and Spanish brands abroad. Both countries were chosen due to the fact that they are members of the EU, and the images of both countries abroad seem to be not entirely clear. Both countries had to face a similarly complicated history and problems in the sphere of economic policy. The research method used in article was quantitative research, conducted using an online survey. The study was conducted in the second quarter of 2019. The study involved randomly selected people of Polish and Spanish nationality. 156 questionnaires filled out by respondents from Spain and 203 completed by respondents from Poland were collected. As a result of the conducted research, conclusions and recommendations were developed that could be used to improve the process of building a national brand of Spain and Poland.