Problematika corporate identity České republiky a její význam pro diplomacii země

The Competitive Identity Theory of the state emerged from the concept of brand management and corporate identity management. The need for the state to identify and manage its own identity is ever more current with the development of globalisation. A unified, properly communicated and managed identity leads to enhanced reputation for the country, with an increased inflow of direct foreign investment, the interest shown by tourists in the country as a tourist destination, the interest in the labour force and an increase in the value and volume of exports. The thesis is comparing the above mentioned concepts, their differences and spefics given by the market forces and international relations. The findings are applied to the current status of the unified presentation of the Czech Republic abroad and searches for ways and recommendations for future development.