Brand Image Building in the Sphere of Culture

This work reflects the possibilities of utilization of marketing commercial principles in Czech non-mass culture area. It gives basic information about the ways of brand and image building, the possibilities of their utilization and the risks arising in cases of neglecting the care of image and distinctness of the subject. It shows how the brand and its image are important not only in the field of commercial trade, but also in the cultural and artistic area. The work shows that the brand doesn?t have to be a company, but also personalities and artists. It deals with the specifics of culture, its profit area and non-profit sector. It deals with the example of Czech multigenre progressive scene ? Archa theatre. It explains the contributions of culture for the progress of the economics and for the society as such. It discusses communication, ?message? and the role of cultural subjects towards the society