Effective process of creating the national brand should be related to the current image of the country, perceived by international public opinion – also through the prism of stereotypes existing in society. Wondering if the there is a possibility to make use of existing beliefs as a method to create brand of the country, the survey among viewes of “Poland. Come and Complain” advertisement was conducted. The study presented in this article, attempt to answer the question about the possible risks and benefits which may result from using stereotypes in the branding process. The outcome of research conducted among a group of international students indicate differences both in their opinions about Poland and Polish people and campaign reception, allow to draw a conclusions. These however may be useful in the process of national branding creation, especially for Eastern European countries which still face the problem of negative image.

An important standpoint in national branding discourse is to draw attention to the fact that the international public, as well as each individual member, has certain associations connected with the countries, its inhabitants and national products. Connotations received over the years, which are strongly related to the upbringing in social groups, give us the opportunity to establish order, hierarchy, categorization and thus easier understanding of the world. The subjective interpretation of the mentioned factors and many others defined by Simon Anholt as “one million of private convictions” create country image which can be managed by the implementation of nation branding strategy.