"Our goal is coherent promotion of our country's brand," Tusk said, adding that the initiative would make Poland "an even more attractive destination for tourists" while also enhancing the country's image abroad.
Tusk said the government did not plan to increase spending on promotional activities but would instead consolidate existing funding into a single coordinated programme.
He added that the strategy would go beyond tourism by promoting Polish businesses and encouraging foreign investors to partner with Polish companies through greater use of local suppliers and expertise.
Mróz-Gorgoń, a professor at the Wrocław University of Economics and Business in southwestern Poland and CEO of the Poland Brand Think Tank NGO, has advised the government on branding for some time, Tusk said, describing her as one of the country's leading specialists in brand development.
Speaking alongside the prime minister, Mróz-Gorgoń said Poland's national brand belonged not to the government but to its entrepreneurs, artists, athletes, scientists and citizens.
"A strong national brand brings tangible benefits," she said. "It means more investment, greater international recognition for our brands, products and companies, and greater strength in international relations."
She said effective management of a national brand required expertise in marketing, public relations, communications, research and institutional coordination.
"My task will not be politics," she said. "It will be to create a lasting system for coordinating activities that are currently highly dispersed."
Donald Tusk and Barbara Mróz-Gorgoń in Warsaw on Wednesday. Photo: PAP/Leszek Szymański
The appointment follows a government regulation adopted on Tuesday establishing the post of commissioner for promoting Poland as a brand, state news agency PAP reported.
According to the Prime Minister's Office, Mróz-Gorgoń will coordinate government efforts to develop and implement a unified national branding strategy, prepare a long-term plan for promoting Poland, establish communication and visual identity standards, and strengthen the country's recognition and image at home and abroad.