Hello, I am Árpád.
Árpád Papp-Váry. Probably we met at a conference or a festival, so you already know a bit about me.
If not, to keep it short: I am a marketing professor, a journalist and a branding consultant at the same time.
I have collected a few of my English publications here. Check them out and do not hesitate to send me an e-mail if you are interested in my work:arpad@papp-vary.hu
The Marketing Point of View: Countries as Brands
Countries behave, in many ways, just like brands. People have images of countries that can be activated by simply mentioning the (brand) name. These country brands fight their own battle: for tourists, incoming investments, better position of their products, and for bigger role in international organizations.
This paper was first presented in 2006 at the international conference „European Identity, National Identity: Stereotypes, Images and Concepts”. Later the article was published in a quarterly journal, „Kommunikáció, Média, Gazdaság”.
The role and effects of country branding: country image in the enlarged European Union
This study examined some hypothesis about country brands, including six Central and Eastern-European countries: Hungary, Czech Republic, Poland, Slovenia, Romania and Estonia. It was an online research, I have created two homepages: one in Hungarian to survey Hungarian university/college students’ opinion and another one in English which was curious to learn the opinion of other European countries. Altogether 536 Hungarians and 428 foreigners filled in the questionnaire.
Download the summary of the results here.
The role of visual and verbal identity in country branding: country names, slogans and logos
Creating a visual and verbal identity is a small but important part of building the country's brand. It includes a logo, a slogan, all the basic elements of the marketing communication and choosing the best brand name as well. This article shows some recent examples for country name changes and categorize country slogans and logos into groups. Download the article here!If you want to see all the logos, you can find the pdf here.
Sell the country, sell the product! The theory and practice of country of origin effect
We are globalizing. We live in a world where the products we purchase may come from any country. Still, the country where the product comes from (or to be more specific, which country we believe is the country of origin) plays an important role in consumer choice.
I presented this paper at the 3rd International Conference on Management, Enterprise and Benchmarking in 2005.
How to reach the next generation: the hip-hop marketing
Hip-Hop touches on music, clothes and shoes, culture and lifestyle. Jumping on the hip-hop bandwagon is sure-fire method to reach into the wallets of the younger generation and establish the much needed brand loyalty.
This article was published in the book „Marketing from the Trenches: Perspectives on the Road Ahead”, edited by Nicolas Papadopoulos and Cleopatra Veloutsou.
If you are interested in hip-hop, download the article here.
Girl Power in Tourism - How to Market a Country to Women
We can read a new scientific study every day that confirms the physiological differences between the sexes. However, men and women are not only biologically but "shopologically" different. Women are major target group of fashion, beauty, health... and tourism. As this case study shows it is definitely worth to create targeted messages to women, since they have the money, they usually have more time than men, and they make the travel decisions within the family. Read more about the "girl power" and the "Ladies Britain" campaign here.
Brands and Branding - Lecture at IBS
My Greek friend Mihalis Kavaratzis Ph.D. invited me to IBS (International Business School Budapest) to hold a lecture on Brands and Branding. I collected some of the best recent branding ideas, so the students enjoyed the presentation very much - according to Mihalis. Here is your chance to download the pdf.
How to build a sport celebrity brand? - Case study of David Beckham
Maybe David Beckham is not the finest footballer but he is definitely the biggest football celebrity brand. But how could a footballer turn into a global brand? And why he? After seeing this summary it will be much easier to answer this question. Download the pdf (with a lot of pictures) here.
