{"id":41295,"date":"2025-12-10T14:33:29","date_gmt":"2025-12-10T13:33:29","guid":{"rendered":"https:\/\/badania.uew.pl\/?p=41295"},"modified":"2026-03-16T12:23:11","modified_gmt":"2026-03-16T11:23:11","slug":"poles-selfportrait-a-report-by-the-marka-polska-think-tank-foundation-with-the-key-involvement-of-a-uew-researcher","status":"publish","type":"post","link":"https:\/\/badania.uew.pl\/en\/poles-selfportrait-a-report-by-the-marka-polska-think-tank-foundation-with-the-key-involvement-of-a-uew-researcher\/","title":{"rendered":"\u201cPoles\u2019 SelfPortrait\u201d. A report by the Marka Polska Think Tank Foundation with the key involvement of a UEW researcher\u00a0"},"content":{"rendered":"\n
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How do we really perceive ourselves as a nation \u2013 and what does this say about Poland\u2019s future? This question is addressed by the report \u201ePolak\u00f3w portret w\u0142asny \u2013 Cz\u0119\u015b\u0107 I. Raport o DNA marki Polska \u2013 perspektywa wewn\u0119trzna\u201d<\/em> (\u201cPoles\u2019 SelfPortrait \u2013 Part I. A Report on the DNA of Brand Poland \u2013 an Internal Perspective\u201d<\/em>), prepared by the Marka Polska Think Tank Foundation under the leadership of dr hab. Barbara Mr\u00f3zGorgo\u0144, prof. UEW, a researcher at Wroclaw University of Economics and Business and President of the Foundation. The publication was produced as part of the public task \u201eMarka Polska \u2013 podstrategia turystyczna\u201d<\/em> (\u201cBrand Poland \u2013 Tourism Substrategy\u201d), cofunded by the Ministry of Sport and Tourism. <\/strong><\/p>\n\n\n\n

\"Report<\/figure>\n\n\n\n

A country that \u201ccould be a Ferrari but is still driving like a Polonez\u201d<\/strong> <\/h2>\n\n\n\n

The report diagnoses the phenomenon of \u201cimpostor syndrome\u201d at national level \u2013 a deep gap between Poland\u2019s objective achievements and the way we think about ourselves. On the one hand, we see a dynamically developing economy, a strong IT and gaming sector, and a growing number of startups and creative industries. On the other, participants repeatedly describe a country that \u201ccould be a Ferrari but is still driving like a Polonez\u201d: low selfesteem rooted in historical experience, collective trauma and a narrative of Poland primarily as a victim rather than an active shaper of change. <\/p>\n\n\n\n

\u201cPoles\u2019 SelfPortrait \u2013 Part I. <\/em>is the result of a multistage research project combining psychological, sociological and marketing perspectives. The team led by dr hab. Barbara Mr\u00f3zGorgo\u0144, prof. UEW, employed a broad range of methods: from desk research, through 24 indepth individual interviews (IDI) and 35 focus group interviews (FGI), to Design Thinking workshops in seven Polish cities. In total, the researchers analysed over 180 hours of recordings and around 400 pages of transcripts, coding statements in several dozen thematic categories. Approximately 150 people took part in the study \u2013 representatives of business, academia, culture, the creative sector, students and experts with international experience. <\/p>\n\n\n\n

The essence of Brand Poland<\/strong> <\/h2>\n\n\n\n

The report offers several key insights. It shows how Poles perceive their strengths \u2013 hard work, resourcefulness, creativity, resilience and strong social ties \u2013 as well as their weaknesses: feelings of inferiority, low selfesteem, organisational and aesthetic chaos, and social polarisation. It also analyses socalled \u201caspirational deficits\u201d: what we envy other nations \u2013 German consistency, Scandinavian quality of life and Italian dolce vita<\/em>. On this basis, the authors propose the essence of Brand Poland in the formula \u201cStrength in action. Creative resilience\u201d, describing a nation that can mobilise in times of crisis, act effectively despite limited resources and increasingly identify with a modern, European identity. <\/p>\n\n\n\n

An important part of the report is the identification of areas where Brand Poland\u2019s potential is greatest yet still underused: culture and the creative sector, talent, IT and gaming, the space and maritime sectors, naturebased and culinary tourism, contemporary cuisine and craftsmanship, and the cosmetics industry. At the same time, the report highlights the barriers that prevent this potential from translating into a coherent image \u2013 from excessive bureaucracy to a \u201cmarket stall without a vision\u201d in the public space. <\/p>\n\n\n\n

\u201cPoles\u2019 SelfPortrait \u2013 Part I. <\/em>does not stop at diagnosis. The document forms a starting point for building a longterm national brand strategy: it sets out the principles on which such a strategy should be based (authenticity, coherence, a longterm horizon and reliance on Poland\u2019s real competitive advantages) and offers recommendations for changing the narrative \u2013 from a story of suffering to a story of opportunity, agency and the creative resilience of Poles. The project was carried out by the Marka Polska Think Tank Foundation in cooperation with the Stowarzyszenie Konferencje i Kongresy w Polsce (SKKP), and the report was premiered at Kozminski University in Warsaw. <\/p>\n\n\n\n

Thanks to the engagement of dr hab. Barbara Mr\u00f3zGorgo\u0144, prof. UEW, who established and leads the Marka Polska Think Tank Foundation, Wroclaw University of Economics and Business is actively coshaping the nationwide debate on the national brand. This is a clear example of how the expertise of our researchers goes beyond the walls of the university, translating into concrete tools for public administration, business and the creative sector \u2013 and into Poland\u2019s longterm development strategy.  <\/p>\n\n\n\n

The report is available online on the Marka Polska Think Tank Foundation website https:\/\/markapolska.pl\/raport-polakow-portret-wlasny\/<\/a><\/p>\n\n\n\n

Author: Justyna Morawska-P\u0142oskonka<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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How do we really perceive ourselves as a nation \u2013 […]<\/p>\n","protected":false},"author":80,"featured_media":41283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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