Magazine: MagyarBrands: innovation from brands and in how they are evaluated

The MagyarBrands programme has been rewarding high-quality, Hungary-related brands for 7 years. Since 2016 in three categories: consumer brands, business brands and innovative brands. Brands can apply for participation but some are selected from databases, based on online surveys or nominated by the MagyarBrands jury of experts. Research director Dávid Donkó told us that they only evaluate Hungarian brands that were created in Hungary or Hungarians participated in creating them. Brands must also meet one of the following criteria: to be in Hungarian ownership, to be ‘produced’ in Hungary or to have a high level of Hungarian identity.

A good example of these criteria is this year’s winner of the MagyarBrands ‘Excellent Consumer Brand’ category. REGIO JÁTÉK. Head of marketing Dávid Gyaraki told that the company is 100-percent Hungarian-owned, it has been a key market player for more than 25 years and sells products in 33 stores and in its online shop. Mr Gyaraki added that REGIO JÁTÉK works hard to preserve traditional Hungarian toy and game brands, so they are very happy to have won the MagyarBrands recognition.

This year the jury evaluated altogether 1,200 MagyarBrands entries. Each category was given marks based on three criteria (identity, reputation, brand building), and then different selection criteria were used in the categories. Tamás Lengl, managing director of Bonafarm-Bábolna Takarmány Kft. spoke to our magazine about how special the company felt to win the MagyarBrands prize in the ‘Excellent Business Brand’ category for the fourth time this year. In its more than 200-year history, it has always been important for them to use Hungarian raw material and workforce.

In 2016 a new category, innovation was added to the MagyarBrands programme. In the ‘Innovative Brand’ category those Hungarian brands were rewarded which not only innovate in the field of R&D, but also in the company’s organisational structure, marketing or sales work. Winners in this category were selected based on five criteria: identity, reputation, brand building, innovation and benefits for the society.

One of this year’s winners in the new category was Aquaprofit Zrt, a 100-percent Hungarian company. Tamás Nádasi, president of the firm informed Trade magazin that their goal is to help regions prepare for, design and implement the best water management, environmental, regional development and tourism projects. They also offer innovative solutions to today’s water management problems. The president underlined that becoming a MagyarBrands Innovative Brand was a real honour for the company.