Magazine: MagyarBrands: stronger competition between Hungarian brands

On 12 April 2018 the MagyarBrands Prizes were ceremonially presented to the winners, the best Hungarian brands. The goal of the MagyarBrands Programme is to call the attention of consumers and the market to the most successful Hungarian brands, the most popular products and services, and the latest innovations. Competition was stronger than ever in the 8th MagyarBrands Programme, winner brands had to perform 5-15 percent better than last year. Roof tile manufacturer Terrán Kft. was among the winners for the fourth time, and managing director Attila Gódi told our magazine that their innovative solutions give strength to the Terrán brand.

The programme rewards brands in three categories: business, consumer and innovation. MagyarBrands only honours those brands which were created in Hungary or Hungarians participated in establishing them. The brand must also be in Hungarian ownership, or it must be ‘manufactured’ in Hungary or it must score high in ‘Hungarian identity’ points. The MagyarBrands jury evaluates all three categories based on three criteria: identity, reputation and brand building.

An Excellent Business Brand also gets points for traditions and reliability. In the case of an Excellent Consumer Brand traditions, being well-known and liked are considered too. One of the winners in this category was toy selling company 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 27 years and sells products in 34 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.

In the Innovative Brand category – which was established in 2016 – those brands were honoured which not only do R&D work, but are also creative in forming the company’s structure, and in marketing and sales work. The winners were selected based on not only the three fundamental criteria, but also taking innovativeness and social usefulness into consideration.

MagyarBrands winners get the chance to participate in the MagyarBrands Programme, which in cooperation with the Brand Excellence Academy gives professional support to the winners. It is difficult for Hungarian brands to keep up with international ones, so the programme organises training programmes for participating brands and takes them to conferences and business breakfasts. This is the reason why the ‘Brand building in the labour market’ conference was organised on 12 April by the MagyarBrands, Superbrands and the Brand Excellence programmes. The conference ended with three female managers of three MagyarBrands winners, Alföldi Tej, újHáz Centrum and Ivanka, talking about their employee-friendly best practices After this the prizes were presented to the winners. //