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The study focuses on the primary associations that are evoked by the city of Prague, as well as on the differences that can be seen between the professionals and the general public in this regard. One of the main objectives is to highlight the growing importance of the city branding in today's hyper-competitive environment, which creates a demand for empirical studies of a similar nature. Therefore, in this paper, we pay attention to the analysis of selected attributes of the brand of Prague. Special attention is ...