Brand management in the Hungarian wine growing region, Tokaj-Hegyalja

Brands are major players of todays modern society, they have multiple meaning therefore, it is very difficult to find one perfect definition for them. Brands brought nice amount of benefits for organizations during the centuries, therefore it is sure they are going to rise further in the future. They ensure risk reduction and greater satisfaction to consumers and make decision making process simpler. However, management of brands is still a difficult task as the marketing environment changed rapidly over the last few decades. Customers of all kinds became more powerful and open-minded. Market conditions changed with the entrance of global firms and mega-brands and competition became more intense. Moreover, the appearance of technological developments had an effect on consumers in a way how they learn about and shop for brands. After the explanation of the main points of brand management, the worldwide famous wine growing region of Hungary, Tokaj-Hegyalja is in the centre. Main objectives of the study are to introduce the brand building process of wineries, how the worldwide famous brand, Tokaji survived hard times of history, started to renew, got the opportunity to rebuild and become famous as high quality brand on the foreign market. Furthermore, showing whether it is able to turn into a unified brand in the future. The topic is an important are of research, because building and rebuilding of the brand Tokaji happens currently, in the present.Author Hubay Hanga ZsuzsannaUniversität Linz, Masterarbeit, 2018(VLID)258197