Branding muzeí: Případová studie Muzea města Prahy s exkurzem do Musée Carnavalet - Musée de l'Histoire de Paris

The bachelor's thesis deals with the issue of museums branding on a cross-border scale. The aim of the work is to map the issue and to look critically at the various approaches to branding of two selected institutions. The analysis is based on the main case study of a Czech institution with an excursion into the work process of a structurally similar foreign organization. The theoretical part uses professional literature to define concepts related to branding in the museum sector, focusing specifically on the basic terminology of the brand, visual style and individual elements used to create it. In the practical part, theoretical knowledge is applied in the studies of selected institutions, namely The Prague City Museum and Musée Carnavalet, a museum based in Paris, France. Based on the of available information and data obtained from qualitative research, the concept of branding of institutions is mapped over the years up to the present day, and their possible success in the future is evaluated. In the end, a comparison of these institutions is made and from elements mainly the elements transferable from French practice to the Czech.