Possibilities for communicating a new brand MUZA to students of universities in Liberec

The topic of this bachelor is rebranding of the North Bohemian Museum in Liberec, which adopted a new brand MUZA in 2024. Its aim is to find out how this institution is perceived by university students in Liberec and to propose possibilities for communicating the museum to this segment, based on thess findings. The theoretical part introduces the concepts of brand and branding and their specifics in the museum sector. The practical part introduces the museum and then focuses on the actual rebranding of the North Bohemian Museum in Liberec. It describes the process leading to the creation of the brand MUZA, the subsequent competition leading to the final visual identity, the form of this identity, and finally the current and future direction of the brand. The information is drawn from public sources, official documents provided by the museum itself and an interview with the director of the museum, Mgr. Jiří Křížek. The research on the opinion of the student community is carried out using the method of semi-structured interviews with 10 university students in Liberec. This research is used to interpret the findings, which are then used to suggest ways in which the brand MUZA can be communicated to this segment.