City branding na příkladu města Prachatice

This thesis analyzes the city branding of Prachatice in comparison with the city of Písek, addressing the issue of Prachatice’s lower competitiveness despite its significant historical potential. The aim is to evaluate current marketing approaches and propose ways to make them more effective. The research was conducted as a qualitative study involving semi-structured interviews with key stakeholders and an analysis of strategic documents and social media. The results show that Prachatice’s branding suffers from organizational fragmentation and weak internal communication, while Písek benefits from professionalized destination management. The proposed recommendations serve as a valuable contribution and can serve as a basis for future updates to the city’s strategic documents.