Measured characteristics
Tradition: it measures how long the brand has been present in the Hungarian market.
Management: it examines the proportion of Hungarian citizens in the top management of the brand owner company.
Employment: it measures the proportion of Hungarian employees within the company.
Ownership: the Hungarian share in the brand owner company’s ownership.
Reputation: the jury’s opinion on the prestige of the brand in the given year.
Identity: what extent the brand is close to Hungarian consumers’ heart and is part of their daily life.
Brand awareness: nationwide consumer survey conducted by GfK Hungária Market Rese
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