The policy of national branding of the Czech Republic: institutional and programmatic aspects

Abstract

In the article the brand of the country is understood as a certain complex of thoughts, feelings, associations and representations that arise in a person, when he, for example, sees, hears the name of the country, buys goods produced in this country and the like. Branding of the country is interpreted as a tool to ensure its effective development, and the marketing goal of the country's brand as a need to profitably "sell" the country in the market of various services, highlighting its advantages among the rival countries. The aim of the article is to study the institutional and programmatic aspects of the national branding policy of the Czech Republic in the international arena. The author shows how the state tried to apply the technology of national branding to promote its interests and ensure recognition among foreign audiences. It is noted that in the Czech Republic there are a number of institutions that are relevant to the formation and promotion of the country's brand. First of all, the Czech Centers are mentioned - a network of organizations funded by the country's Foreign Ministry and regarded as an active instrument of the Czech Republic's foreign policy in the field of public diplomacy. The important role of the National Tourist Board of the Czech Republic "CzechTourism" is noted. It is alleged that the main purpose of the network of foreign offices of the agency CzechTourism is to promote the Czech Republic in the markets, the formation of a positive image of the country and an increase in the number of visits of foreign visitors. In addition, the branches of the agency CzechTourism carry out a variety of advertising activity. The article also analyzes such structural divisions as the Institute of Tourism and the Czech Bureau of Congresses. The mission of the Institute of Tourism is to provide analytical and information services to other organizational components of the agency, as well as to the professional and general public. The Czech Bureau of Congresses is a non-profit organization associated with the National Tourist Board of the Czech Republic.The author concludes that the country under investigation has been developing and trying to implement certain programs both for the country's progress in general and for sectoral promotion. She notes that authoritative foreign companies have been involved in the preparation of certain programs, which indicates the level of attention on the part of the state to the effective use of communication tools.