Nation branding České republiky a její efektivní prezentace v evropském prostoru

The thesis focuses on relationships, structures and processes that fundamentally influence the implementation of the nation branding mechanisms to the scope of activities carried out by Czech republic´s institutional actors; on the mutual communication between the state and the European cultural environment; and on the role that the Czech republic´s institutional actors play in the communication with the external environment of the country. The thesis elucidates the extent of involvement of relevant actors in the process of nation branding of the Czech Republic and its position in the international relations on the European territory. It critically interrogates models and approaches towards the nation branding and brings detailed insights into the matter through the perspective of supranational, national and local actors (both formal and informal) that contribute to the creation of a country´s image. It provides an insight into the institutional framework of the nation branding in the Czech Republic and identification of the sources of double-track processes in the distribution of agenda and a level of involvement of public diplomacy actors and other institutions responsible for the presentation of a country. Based on the analysis of the formal and informal level of such relationships and interactions, it brings a plan of formal simplification of the implementation process of the nation branding strategy in the Czech Republic.