Branding České Republiky: Od „Země Budoucnosti“ k Jednotnému Vizuálnímu Stylu Státu

This thesis examines the evolution of Czech nation branding between 2019 and 2025, focusing on how issues of identity, policy coherence, and continuity across political cycles shaped its development. Drawing on document analysis and six elite interviews, the study finds that Czech nation branding has increasingly converged around the goal of presenting Czechia as a modern, innovative country rather than a traditional post-communist state associated primarily with Prague, beer, and tourism. However, despite broad agreement on this desired identity, branding efforts have been hindered by fragmentation among numerous governmental and non-governmental actors, the absence of a central coordinating institution, and a lack of long-term strategic leadership. While political changes affected specific initiatives such as Czech Republic: The Country for the Future, the broader branding narrative remained relatively stable across governments. The thesis concludes that the main obstacle to successful Czech nation branding is not disagreement over identity but insufficient coordination and continuity, and argues that initiatives such as Good Morning, Czech Republic provide a promising foundation for a more coherent, apolitical, and sustainable nation branding strategy in the future.