Drawing from emic professional accounts and policy documents, this chapter reveals institutional conditions which enabled ‘imposition’ and ‘invasion’ (Bourdieu, 2001) of nation branding within the Polish state’s field governing soft power and managing national images. Given that analysis of IR politics and practices often ‘starts at home’ (Haass, 2013), this chapter illustrates the diffusion of Poland’s soft power capabilities. First, it demystifies branding in Poland as a prerequisite to the emergence of nation branding. Second, it sheds light in the outcomes of communicative practices of soft power exercised by Poland, new instruments of statecraft, and historical exegesis that are helpful in reporting on findings within a social space where state interests have met with business interests: it contextualises the governance of soft power and the actors’ relationships to the field of power. Finally, this chapter moves on to account for key political processes, which undoubtedly facilitated conditions in the field. In keeping with ontological worldview (see, p. 10), this chapter unpacks buried structures that make up the field and presents mechanisms which ensure its structuration.