Hungary’s country brand 2009 - Otherwise and wiser, conditions and chances

Abstract

A country always has its image - even if it has not done anything for its creation. An other obligatory rule: a country image can easily be changed its speed depends only from its fixation in the target group. Hungary’s image is quite bad, in the country as well, as outside the country. Even worst is that now there is no chance for any change. In my study I examine the reason of this situation and the prior condition which is necessary for the change. In advance: the obstacle is the badly working political factor - a sweeping change is imperative. Is ita general problem of the marketing or the communication, or is it a Hungarian specialty?