Hungarian cool

Dumoulin&, Daniel
March 2005
Brand Strategy;Mar2005, Issue 190, p37
Trade Publication
The article discusses the consequences of the potential arrival of Western brands in Central and Eastern Europe. Throughout Central and Eastern Europe consumers are more interested in what the products can deliver than the subtlety of a brand personality and values. The idea of brand as a more intangible, conceptual or emotional idea is still in gestation, making some of the widest brand promises fall flat. The perceived quality of some local brands is often questioned and the old black market habits and their associated dubious products are still resonant.


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