1. How to brand a country you really don‘t care
about
2.
3. In a situation like this,
who needs destination branding?
4.
5. REBRANDING CZECHIA: THE OBJECTIVES
To put Czechia on the shortlist of planned tourist destinations
Connect Czechia to a set of mental associations – beyon beer, Prague,
and stunning girls
To support sustainable growth of the toursit industry in Czechia
To increase the perceived quality of Czechia as a tourist destination