Features of national branding policy in Czech Republic

Abstract

The article discusses factors that affect the branding policy of Central and Eastern European (CEE) countries, identifies the key tasks in national branding technologies usage by these countries. The main attention is paid to the experience of Czech Republic in this field. Among other things the author considers institutional and programme dimensions of national branding policy, analyses political factors that influenced its formation, and also determines successful and unsuccessful experience of the countries.

Keywords

• country brand
• national branding policy
• national branding technologies
• CEE countries
• Czech Republic