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This article aims to show the significance of branding in achieving set marketing goals and ensuring the sustainable development of a selected education and research library as a non-profit organization. The research is based on available data from foreign research studies concerning the image of a brand and the branding of non-profit organizations, and it expands on them by utilizing other methods of brand image measurement. A survey involving a sample of 220 respondents was conducted at the particular site, taking into account the library’s target segments. An analysis of the awareness and favorability of its brand was also utilized to evaluate the library’s image. The library has recently undergone a rebranding process and is applying a new visual style. The new visual style of the library resulting from the rebranding was met with a positive response in 69% of cases. Branding and appropriate marketing communication that reflects the latest trends can have a positive influence on the sustainability of libraries. The research results have contributed to the adoption of corrective measures in planning the strategy of the selected library, and the case study results can be applied across the board to other contributory organizations in the Czech Republic.

This case study investigates the cross-border shopping behavior and potential of Czech customers in Upper Palatinate (Bavaria). Based on a point of sale survey (POS) and two household surveys with more than 500 participants, the expenditures of Czech customers in the retail market in Upper Palatinate are estimated using linear potential methods. Using a logit model, the study also attempts to identify the main drivers of cross-border shopping, aiming at increasing its intensity and thus furthering the development of the cross-border region. The distance from the place of residence to the border is the strongest influencing variable, but demographic characteristics also impact the decision to go shopping in Bavaria. Finally, specific activities within the categories of “welcome culture” and “marketing and communication” aimed at promoting the cross-border shopping of Czech customers in Upper Palatinate are proposed. Local retailers should especially benefit from the frequency function of grocery stores as well as develop combination offers, e.g., with tourist facilities, following sustainable development trends.

This case study presents the results of research which focused on the perception of corporate social responsibility (CSR) activities by customers in a target segment of a selected fast-food chain in Czechia and its impact on their purchasing behavior. A total of 264 duly completed questionnaires were analyzed. Furthermore, the article presents the specifics of the development and fulfillment of the CSR concept in Czechia and at the same time points out differences in the implementation of the McDonald’s CSR concept at the global level compared to its implementation at the national level in the Czech environment. Statistical dependence between age as well as education and understanding the essence of CSR was proven, while no correlation was identified when it comes to gender. Among factors affecting the purchasing decision-making process in the target segment of a selected company, CSR activities (i.e., the environmental mindset of the company) rank fourth after price, quality, and recommendations from friends. The results of this research can be applied to other restaurant establishments in Czechia, taking into consideration their target segments, and used for further research into the awareness and effect of CSR on consumer purchasing behavior and its comparison at the international level.