Hungary or Magyarország: Which ’brand name’ is better from a marketing and geopolitical perspective?

Árpád Papp-Váry

Abstract


"What's in a name? That which we call a rose by any other word would smell as sweet,” writes Shakespeare in his world famous play Romeo and Juliet. But Shakespeare is wrong: a rose by any other name would not be as fragrant. Moreover, according to blind tests (when people do not know what they are smelling), there are flowers that are much more fragrant than rose. 

Marketers (and, in many cases, consumers) are well aware of this from the world of branded products: a cleverly chosen brand name can significantly increase the value of a lesser quality product, while a poor brand name may hinder the sales of a quality product. 

It might be strange, but this analogy is also valid for countries. In many cases, we judge a country or nation by its name if we do not know anything about it. Therefore it is an important dilemma to decide which name Hungary shall use in each country – in case the country has a choice: Hungary or Magyarország. The adjective "hun" of the country name "Hungary” refers to Huns and their ruler, Attila. We might think that this is an advantage, but in most cases the judgment of Attila and the Huns is rather negative, as they are considered barbarians, who ravaged Europe – therefore their successors are also regarded as barbarians. 

The study attempts to resolve this dilemma and makes suggestions, while other countries (and their names) are also discussed.

References


This is only the abstract. I will provide it with the full paper.


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