Eszterházy Károly College Faculty of Natural Sciences
Even in the Middle Ages the guilds used branding in order to distinguish their products from others. At that time the brand or trade mark was mainly the symbol of quality work. Today, the brand interpretation expanded its significance is diluted. "The brand is a name, a term, a symbol, design, or a combination of these, all associations related to product characteristics which aims to identify products or services and to distinguish them from the competition. The brand therefore confers dimensions a product or service in a way that distinguishes it from similar products and services. These can be functional, rational or concrete differences - which are linked to the performance of the brand. It can be symbolic, and emotional related to the brand's values." (KOTLER-KELLER 2006)
In the literature, the concept of the image has several groupings, such as the country's image, product image, corporate image, region-image. (TÓTH 1998) In our case it is particularly important to the region and the habitat to enhance attractiveness, as the region and its local products are closely related. Image-forming factors of the local products can be divided into two parts. One of the basic factors is: utility, which is the main constituent element of the product itself in the uniqueness and quality that is the reason the consumer buys it. Price is less important element in case of local products. The third element is the additional utility, which appears in the form of packaging, trade, communication, tradition, and associated landscape.
The brand positioning is the fourth element, where the competition takes place for consumers' attention. The highest priority of emphasis should be the construction of brand value of regional characteristics because the uniqueness of the traditional values and tradition may emphasize the success of the product. Hungary has extremely advantageous geographical location which provides high quality and regional value-added products. Many domestic international cultural landscape possess international awareness, and the goal is to make these products more and more popular. Tradition has important role, a key factor in the region's reputation expertise, history and traditions of the region. These factors affect the region's image and products, which should be strengthen the marketing communication (local festivals, fairs and exhibitions, promotional activities). The other option is enormous potential of the EU's rural development policy which builds on the fundamentals of the former regional organization of space, so they can find their roots, individuality, individual identity in the local product development.