Czech toponymy; German place names; revitalization; marketing; thematization

The text focuses on German forms of place names in the Czech Republic, especially their revitalization (refreshment), restoration, and preservation after 1989. Unlike the interwar period, nowadays, there is no German minority in the Czech Lands. The current usage of German names includes the following processes: 1) the loss of the national character in favour of cultural, historical, and marketing values; 2) their transfer from the sphere of toponymy to chrematonymy (names of hotels, regional products); 3) the usage of German names in everyday communication in localities with former German population; 4) German place names thematization in poetry and fiction books.