Úloha a postavenie národnej značky v kultúrnej a zahraničnej politike krajiny
The Role and Position of the Nation Brand in Cultural and Foreign Policy

Summary/Abstract: One of the relatively new instruments of public policy is a place brand, which plays an important role especially in the country’s foreign policy. The creation and presentation of the nation’s brand is currently a necessity which the state secures a certain position in the world for its economic, cultural and social development and the overall prosperity of the country. At present, we identify a gap in underestimating the importance of the nation brand as an instrument and an essential part of the country’s foreign policy by national leaders. On the other hand, the nation brand is shaped by other public policies. The aim of the paper is to theoretically research and define the role and position of the nation brand in the cultural and foreign policy. The main sources of data are a survey and comparison of scientific and professional works of foreign and domestic authors dealing with public policy and the nation brand. The basic scientific methods utilized are causal and qualitative analysis of source documents, synthesis of knowledge, induction, deduction and comparison of opinions.

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