The trademark that helps Hungarian businesses

With the programme the goal was to create a platform that is more than just a professional event: it provides visitors with the opportunity to network and gather information, at the same time helping companies that aren’t trademark users yet to understand the benefits of using the Hungarian Product label. Managing director Eszter Benedek gave the opening presentation, talking about the trademark and product certification system. Zsuzsanna Hunwald from YouGov CP Hungary Kft. told that Hungarians recognise and understand trademarks, and nearly 60% of shoppers take them into account when making purchases.

Katalin Knapcsek, CEO of KNK PR&Media brought a thought-provoking presentation on the power of “domestic” identity. With examples from his own profession, winemaker Csaba Miklós illustrated how trademarks can be used for brand building.

“Mazzini International Kft. sends an important message to its customers through the Hungarian Product trademark: in spite of the Italian-sounding brand name, shoppers can be sure that our products are made in Hungary, they are reliable and buying them contributes to the preservation of domestic jobs”, told Krisztián Kovács, the company’s sales manager. //