The value of Poland as a global brand grew by 23% last year, making it the 18th most valuable national brand in newly-published world rankings.
Poland saw the third-best improvement among the top 100 countries in this year’s nation brand value list, compiled by London-based consultancy firm Brand Finance.
The rankings measure the monetary worth of a country’s reputation by analyzing its financial strength and international image, using data from sources such as the IMF, World Bank and the UN.
They also draw on the consultancy’s own Global Soft Power Index for 2025, in which Poland was placed 32nd, one place higher than last year.
Poland’s Foreign Ministry will be working with Brand Finance to “prepare a strategic roadmap for public and cultural diplomacy,” the report also revealed.
The rankings measure the monetary worth of a country’s reputation by analyzing its financial strength and international image, using data from sources such as the IMF, World Bank and the UN.
They also draw on the consultancy’s own Global Soft Power Index for 2025, in which Poland was placed 32nd, one place higher than last year.
Poland’s Foreign Ministry will be working with Brand Finance to “prepare a strategic roadmap for public and cultural diplomacy,” the report also revealed.
‘Increased private consumption’
The United States tops the chart for nation brand value, with its reputation worth a staggering $37,329 billion, according to the rankings.
China is in second, with its brand worth $20,530 billion, while Germany is in third, on $5,000 billion. The top five is completed by the U.K. and Japan.
With a brand value of $1,061 billion, Poland moved up two places in this year’s list, finding itself now ahead of Mexico and Brazil but just behind Switzerland and Indonesia.
The scale of its brand value growth – 23% in a year – was among the highest in the top 100, surpassed only by Spain and Uzbekistan, both on 26%.
In the case of both Poland and Spain, the authors say their ranking improvements were driven by the countries’ strong economic growth, which is seeing them outperforming other European nations such as the U.K., Germany and France.
“Reflecting this momentum, both Spain and Poland have climbed two places in the ranking, with Spain entering the top 10 in the Nation Brand Valuations.
“Poland… is benefiting from rising wages, government support for families, and easing inflation, all of which are driving increased private consumption.”
China is in second, with its brand worth $20,530 billion, while Germany is in third, on $5,000 billion. The top five is completed by the U.K. and Japan.
With a brand value of $1,061 billion, Poland moved up two places in this year’s list, finding itself now ahead of Mexico and Brazil but just behind Switzerland and Indonesia.
The scale of its brand value growth – 23% in a year – was among the highest in the top 100, surpassed only by Spain and Uzbekistan, both on 26%.
In the case of both Poland and Spain, the authors say their ranking improvements were driven by the countries’ strong economic growth, which is seeing them outperforming other European nations such as the U.K., Germany and France.
“Reflecting this momentum, both Spain and Poland have climbed two places in the ranking, with Spain entering the top 10 in the Nation Brand Valuations.
“Poland… is benefiting from rising wages, government support for families, and easing inflation, all of which are driving increased private consumption.”
Small steps in soft power
When it comes to soft power, Poland moved up one place in the rankings to 32nd, ahead of Israel but behind Brazil.
The index was topped by the U.S., with China leapfrogging the U.K. into second place.
Poland performed well in measurements such as familiarity and reputation, but less so in culture and heritage, and education and science.
In a section of the report dedicated to Poland, Anna Godlewska from the Polish Foreign Ministry, said the department “wants its public and cultural diplomacy to be effective” and would use data from the report to forge a “roadmap” for their soft-power efforts.
“From the latest Brand Finance report, perceptions of governance, respect for law, and reputation have seen modest increases,” she noted.
“However, there is great potential in promoting our country – our education and culture. Beautiful landscapes, well-developed infrastructure, safe and clean cities – such an image of Poland should become popular in the world.”
The index was topped by the U.S., with China leapfrogging the U.K. into second place.
Poland performed well in measurements such as familiarity and reputation, but less so in culture and heritage, and education and science.
In a section of the report dedicated to Poland, Anna Godlewska from the Polish Foreign Ministry, said the department “wants its public and cultural diplomacy to be effective” and would use data from the report to forge a “roadmap” for their soft-power efforts.
“From the latest Brand Finance report, perceptions of governance, respect for law, and reputation have seen modest increases,” she noted.
“However, there is great potential in promoting our country – our education and culture. Beautiful landscapes, well-developed infrastructure, safe and clean cities – such an image of Poland should become popular in the world.”
More In Business MORE...
