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Beyond tourism: Development of place branding in the context of the City of Prague
Legáthová, Lucia ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
In today's global landscape, cities and regions are increasingly competing for investments, tourists, and talent, prompting the adoption of multi-dimensional branding strategies beyond tourism promotion. City branding has emerged as a means to enhance the overall image and attractiveness of cities. Despite growing academic interest in city branding, a research gap exists, specifically in the case of Prague, where the international perception does not align with the progressive transformation of the city. The case study of the City of Prague is explored to examine its city branding efforts, uncover the most pressing challenges and provide possible solutions through a combination of content analysis of key strategic documents and semi-structured interviews with key stakeholders. Findings reveal a discrepancy between Prague's desired image and its branding efforts, hindered by a lack of clear leadership, political interest, coordination and long-term strategic vision. Addressing these challenges will be crucial for Prague to build a distinctive and successful city brand. Establishing clear leadership, engaging political stakeholders early in the process and defining clear and measurable objectives are among the potential solutions to bridge the gap between Prague's desired image and its branding efforts.
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Koloniální nemovité dědictví a obrazy města ve východní Asii: Případová studie Kóbe a Inčchonu
Zimt, Alexandra ; Halbich, Marek (advisor) ; Horáková, Hana (referee) ; Knotková - Čapková, Blanka (referee)
This paper studies two former treaty ports, Kobe in Japan and Incheon (Chemulpo) in South Korea following the scholarship of Jennifer Robinson (2006) in building social scientific knowledge upon case studies of the so-called "ordinary cities". Using a "bricolage" of sub-fields of social anthropology and research techniques, the study focuses on the built remnants from the colonial period in the two cities and their perceived image to further develop on ethnographies of sensescapes and post-colonialism. The present study is an addition to the scholarship of urban anthropology through tracing out the formations of personal images of a city among their inhabitants, emic perceptions of "danger" and "oldness" in relation to built environments in Japan and South Korea and discussing the relevance of post-colonial sensibilities for place image creation. Keywords: urban anthropology, socio-cultural anthropology, collective memory, city branding, city image, post-colonialism, settler urban heritage, Japan, South Korea
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City branding of Czech regional capital cities
Jenček, Lubor ; Šifta, Miroslav (advisor) ; Šerý, Miloslav (referee)
Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...
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Branding of Prague
Veberová, Klára ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor's thesis describes the branding of Prague and the strength of the city's brand. The theoretical part addresses terms such as brand, branding, city branding, and its distinction from city marketing. The differences between city branding and commercial branding are mentioned as well since the topic of a city functioning as a brand is a broadly discussed one. The following descriptive part introduces Prague's brand, the reputation and image, including its identifying characteristics such as culture, architecture, film industry, residents, and famous people. Examples of marketing campaigns, organizations or agencies participating in the process of Prague's branding are also a part of the description. The last practical part of this bachelor's thesis compares different indexes and barometers measuring the strength of city brands. This allows to present how strong Prague's brand is in comparison to other cities in the world. In the last part of the thesis, the case studies of two chosen cities are analyzed, focusing on specific reasons of their success and their comparison to Prague.
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Foreign Cultural Policies of Global Cities: the Case of London and Paris in the years 2007-2016
Chocholová, Anna ; Tomalová, Eliška (advisor) ; Matějka, Ondřej (referee)
This Master's thesis examines the foreign cultural policies of global cities, and incorporates case studies of London and Paris during the years 2007-2016. It answers the question why, in what manner and with what results do these two global cities form the cultural sphere of their respective foreign policies. Through the analysis of the British and French cultural diplomacy, the thesis determines whether the foreign cultural efforts of global cities differ from the ones of their states and share common features among themselves, or whether the influence of the national models, contrary to the global cities theories, still plays the key role. Furthermore, the question of if, to what extent and with what results do Paris and London participate in cooperation among cities is addressed in order to asses Saskia Sassen's hypothesis about the formation of transnational urban networks. The thesis concludes that even though the cultural spheres of London's and Paris's foreign policies share many similarities, the influence of state models is still evident. London, as opposed to Paris, just like the United Kingdom as opposed to France, makes use of modern methods, including marketing and city/state branding, and at the same time puts emphasis on economic profit. On the other hand, both cities use similar tools and...
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