MARKETING STRATEGY AND BUILDING BRAND VALUE ON THE HUNGARIAN MARKET
MARKETING STRATEGY AND BUILDING BRAND VALUE ON THE HUNGARIAN MARKET

Summary/Abstract: A fundamental feature of the continuous change, which is mainly marked by the globalization, as an accompanying feature of the changing needs and wishes of millions of customers, has created a strategic marketing position. The constant pressure of competition, which in developed countries has gone through to hyper-competition, forces companies to adapt flexibly to the situation. Technological and technological progress, especially in the field of information networks, is changing our world very quickly. Businesses started to focus on supporting the brand, but also a more balanced perspective on the managers' attention than the creators and builders of a successful brand. So, more attention is paid to internal brand building, as its successful future is attributed to the role of creators - employees. This research paper aim is to propose an optimal marketing strategy for building a successful brand and managing its value in a selected company that is starting to enter the Hungarian market. To find out information, we conducted a controlled interview with the business owner, and at the same time, we analysed the market by exploratory questions. We verified the hypotheses to support our design solution for the entry of a new company into the already established competitive market.

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