DES: In building The Czech Republic's big brand idea, the more astute brand developers would jump on the 'Lager Land' concept.
TINA: In the absence of a bigger idea, the country which boasts the highest consumption of the amber nectar per capita is perfectly poised to exploit its 'birthplace of beer' authenticity.
DES: But within the context of developing a hierarchy of country, regional and city brands, a more powerful alternative brand strategy should be considered.
TINA: With Bohemia and Moravia the dominant regions, and Prague (See Footnote), the country's capital city, I would seriously think about relegating the Lager Land concept to one of the Czech regions.
DES: Presumably the region of Bohemia is your 'first of the froths'.
TINA: Spot on. Bohemia's biggest beer rival - Bavaria - happens to be next door - in Germany - boasting the world's biggest beer festival - Oktoberfest - held annually in Munich.
DES: Bohemia versus Bavaria is the perfect regional rivalry to generate tons of publicity - and not just for the beerheads.
TINA: Then add the global battle of brand naming rights between Bohemia's Budweiser Budvar and America's Budweiser, and you have media mania made in hopfield heaven.
DES: So if Bohemia is your beer brand champ, what would you do with Moravia.
TINA: Moravia is home to much of the country's wine producing areas and is well capable of taking on the wine regions of Bulgaria and its fellow-Central & Eastern European neighbours.
DES: This leaves an interesting but vital vacancy at the top of the hierarchy - the country brand.
TINA: In Part 3 we'll hotly debate a big brand idea for this former Iron Curtain country.
'Brand' the Marketect says:
"When developing your destination's brand strategy, look around you: first vertically - up and down - your brand hierarchy, then horizontally - across your neighbouring destination brands".
The Czech capital city of Prague is a super-successful Top Ten European city destination, and it's now ready to break into the Top Five, while higher-ranked cities like Spain's capital - Madrid - is distracted promoting meaningless slogans such as 'Madrid Only Happens in Madrid'. Prague will most certainly need a big brand idea which may well be found within the cultural contradictions between the 'City of Church Spires' - over 200 at the last count - and the fact that over half its population regard themselves as 'Atheists'.