Možnosti využití tradice výroby keramiky pro city branding města Rakovník

This Bachelor’s Thesis explores the possibilities of better utilizing the tradition of industrial ceramics production, primarily represented by the brand “Rako”, in the city branding of the town of Rakovník. It investigates to what extent city marketing can be based on the ceramic production that brought fame to Rakovník in the past century. The research is conducted through in-depth interviews with relevant personalities (company representatives, city officials, and representatives of the National Heritage Institute), whose opinions are compared with the strategic documents of the city and the region. The work draws on available literature, company materials, and strategic documents of the city. The research revealed that, although ceramics appear to be a potentially strong brand, Rakovník does not currently incorporate it into its city marketing, and no changes or plans are in place. To use ceramics as a new city brand, a set of measures addressing the issue and its better presentation to the public through a comprehensive marketing campaign would be needed.