The history of marketing proves that each brand has its own value. You can invest in the brand and increase its value. The range of activities is very wide and versatile, depending on the product of a given brand. By building the value of the brand, additional benefits are obtained from its use when selling products; recognition is market value. Due to the recognition and positive impression of customers, a much higher margin can be expected. So it is a source of business wealth.
Can the state or the name of the state be a brand in itself? Does Poland currently have brands with world recognition and identified as Polish? Does branding products and services with "Poland" abroad increase their value? Does building the value of "Poland as a band" require a state strategy [vs. private companies should deal with this on their own]?