The main questions of country branding

Authors

  • Mária Törőcsik Pécsi Tudományegyetem Közgazdaságtudományi Kar
  • Zita Somogyi Pécsi Tudományegyetem Közgazdaságtudományi Kar

Keywords:

place marketing, country brand, country brand evaluation models, the personality of Hungary as a brand

Abstract

Countries are in an even intense competition with each other, as a result it becomes more important to take care, manage the country’s image and also to consciously build and clearly position the country brand. Countries traditionally have an image, deriving from their history. Sometimes this image is also formed by the type of products produced in the country, by its destinations and also by foreign investments. Country branding models clearly reflect the complexity of this field. Present article also discusses the main results of research about Hungary as a country brand.

Downloads

Published

2019-10-02

How to Cite

Törőcsik, M. and Somogyi, Z. (2019) “The main questions of country branding”, The Hungarian Journal of Marketing and Management, 43(2), pp. 20–29. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/727 (Accessed: 24 November 2024).

Issue

Vol. 43 No. 2 (2009)

Section

Country image, country branding