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Page 20

OUR GUEST

DOMESTIC COMPANIES BUILD BRAND POLAND

ZBIGNIEW GRYGLAS, Undersecretary of State at the Ministry of State Assets, talks to “Polish Market.” What role do state-owned companies play in building global Polish brands and in promoting the Polish economy? In Poland, we have underestimated the importance of brands for a long time. They constitute a powerful asset which does not just determine the price consumers are able to pay for a given product. They also build a company's credibility on the market, decide about its position, provide excellent identification, evoking associations – for example they are associated with the times PM

18  polish market 

of childhood or youth. I believe that large companies in which the state is the dominant shareholder are in the vast majority global Polish brands perfectly identifiable abroad in their respective areas of activity (ORLEN, LOTOS, PZU). In my opinion, brands are of key importance for strengthening the image of the Polish economy's brand – boosting its credibility and perception among foreign business partners. State-owned companies which have been built for decades are a tangible sign of the country's stable economy

and legal environment, which is friendly for potential business partners and foreign investors. State-owned companies are often the most important patrons of Polish culture. How do you assess the CSR activities of the main state-owned companies such as LOTOS, KGHM and ORLEN? I appreciate state-owned companies’ commitment and active support of Polish culture. The activities of many companies in PM

Profile for Polish Market

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...

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