HOW THE HOUSING POLICY CONTRIBUTES TO THE BRAND OF CITY DISTRICT

Brand of city in the form of vision, different symbols and before the all reputation and unmistakable identity is a long process. The results of building a city or region identity determine economic and social sustainability, competitiveness, real estate market or demographic development. Municipal management often resigns from active policy setting of housing. Housing is, however, the key function of the city. Although the tools of strategic planning of cities are not all-powerful, in long-term horizon they can be cleverly using for brand and reputation building and location value growing. The identity of the city (district) influences the quality of life of its inhabitants. Maintaining an attractive community identity depends directly on the smart direction of development and the ability to influence the physical space and urban character in the locality. The reality of public investments management and processes of negotiation with developers often ignores the long-term strategic public interest of the city and only address economic aspects and limits of the master plan. Other qualitative aspects of public investments are excluded usually from considerations, and the way to develop "brand" is seen just in PR campaigns rather than the quality of city development. This article reflects a case study of one of the edge of the capital city of Prague - Kolovraty. The management of the Prague - Kolovraty district prepared a strategic plan in cooperation with the Czech Technical University in Prague. A key paradigm of this strategic plan is the effort to preserve the identity of the city and its goodwill.