%0 Journal Article
%T Flag brands as factor and results of a country identity and image: Polish experiences
%A Nikodemska-Wolowik
%A Anna Maria
%J Pecunia : Revista de la Facultad de Ciencias Econ車micas y Empresariales
%D 2006
%I Universidad de Le車n
%X This article discusses the issue of creating regional and country brands by enterprises and of establishing a national brand. The three mentioned flag brand categories have been described in detail and the relations between them have been indicated. The article also makes an attempt at analyzing the factors that form part of the brand identity focusing primarily on the consumer product brands. The identity and image concepts are presented also in a broader perspective as certain attributes that characterize the enterprise itself. The presented considerations refer mainly to Polish companies, but some examples of enterprises from highly developed countries, especially from the European Union, have also been added in order to provide this paper with more practical dimensions. Specific brands offered by national enterprises that may be called country and regional brands have been proposed. Some transformations of the market environment which imply branding activities of the companies have been identified, especially the antiglobalist movement which becomes more and more powerful and its activities directed against big concerns and omnipresent mass brands. Moreover, the consumer ethnocentrism and regional trends opposed to the globalization have been emphasized. Also the important rote of family businesses in developing flag brands has been made evident. The family companies may contribute to maintaining and reinforcing the Polish identity.El presente trabajo se ocupa de los aspectos referentes a la creaci車n de marcas regionales y locales as赤 como del establecimiento de una marca nacional. Las tres categor赤as de marcas de bandera se han caracterizado detalladamente y se indican las relaciones que existen entre ellas. Tambi谷n se intenta analizar los factores que forman parte de la identidad de marca, con especial atenci車n a las marcas de productos de consumo. Se presentan los conceptos de identidad e imagen desde una perspectiva m芍s amplia como atributos que caracterizan a la empresa. Las reflexiones presentadas se refieren, sobre todo, a las empresas polacas, pero tambi谷n se citan algunos ejemplos de actividades de compa 赤as localizadas en pa赤ses altamente desarrollados, en concreto en la Unidad Europea, con el fin de otorgar al art赤culo una dimensi車n pr芍ctica. Se proponen marcas concretas que ofrecen empresas locales y que pueden denominarse como marcas nacionales o regionales. Se indican los cambios en el entorno del mercado que implican actividades de las empresas en el 芍rea de branding, y de modo especial se toma en consideraci車n el cada vez m芍s fuerte
%K Marcas de bandera
%K Marca regional
%K local y nacional
%K Identidad
%K Imagen
%K Empresas familiares
%K Flag brands
%K Regional
%K home and national brand
%K Identity
%K Image
%K Family enterprise
%U http://www3.unileon.es/pecvnia/pecvnia03/03_141_162.pdf