Associate Professor Barbara Mróz-Gorgoń of WUEB has been appointed Government Plenipotentiary for the Promotion of Poland’s National Brand. The Wroclaw University of Economics and Business expert will lead the preparation of a national strategy, coordinate government activity and develop common standards for communicating the national brand.
Prime Minister Donald Tusk announced the appointment on 29 July 2026. The position was established by a Regulation of the Council of Ministers dated 28 July 2026 and published in the Journal of Laws under item 1011.
A coherent national brand
Professor Mróz-Gorgoń will prepare a strategy for developing and promoting Poland’s national brand, together with an implementation plan. She will also develop the Brand Poland book, setting out common communication and visual standards for public institutions. Her responsibilities include coordinating work to increase Poland’s recognition and monitoring the implementation and results of the strategy.
The new role continues her long-standing work on nation branding. Professor Mróz-Gorgoń previously served on an interministerial team tasked with promoting the Polish brand. She also led work on Poles’ Self-Portrait: Report on the DNA of Brand Poland, prepared by the Brand Poland Think Tank Foundation and the Polish Conference and Congress Association.
The appointment of a WUEB academic to this central coordinating role demonstrates the use of academic expertise in public policy design. It also strengthens the position of the Wroclaw University of Economics and Business as a university whose capabilities help address challenges faced by public administration, the economy and society.
We congratulate Professor Mróz-Gorgoń and wish her every success in this important role.
More about the Plenipotentiary’s responsibilities
More about the research into the DNA of Brand Poland
