Hello there,

My name is Árpád. Árpád Papp-Váry. We have probably met before at a conference or a festival, so you already know a bit about me.

If not, in short: I am a marketing professor, a journalist and I also work as a branding consultant.

I have collected some 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 certain 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 a stonger 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".

Click here to download.

The Role and Effects of Country Branding: Country Image in an Enlarged European Union

This study examines some hypotheses about country brands related to six Central and Eastern European countries: Hungary, the Czech Republic, Poland, Slovenia, Romania and Estonia. The study is based on an online research, I have created two homepages: one in Hungarian to survey Hungarian university/college students' opinion and another one in English to find out the opinion of citizens of other European countries. Altogether 536 Hungarians and 428 foreigners filled in the questionnaire.

Click here to download the summary of the findings.

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 any country's brand. It includes a logo, a slogan, all the basic elements of marketing communication and the selection of the best brand name as well. This article shows some recent examples for country name changes and categorizes country slogans and logos into groups. Click here to download the article!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 the 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, the country that we believe to be 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.

Click here to download the article.

How to Reach the Next Generation: Hip-hop Marketing

Hip-Hop touches on music, clothes and shoes, culture and lifestyle. Jumping on the hip-hop bandwagon is a 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, click here to download the article.

Girl Power in Tourism - How to Market a Country to Women

Every day we can read a new scientific study that confirms the physiological differences between the sexes. However, men and women are not only biologically but also "shopologically" different. Women are the major target group of fashion, beauty, health... and tourism. As this case study shows, it is definitely worth creating targeted messages to women since they have the money, they usually have more time than men, and they are the ones who make the decisions on travel within the family. Read more about "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? - A Case Study of David Beckham

MDavid Beckham may not be the finest footballer but he is definitely the biggest football celebrity brand. But how could a footballer turn into a global brand? And why him? Having looked at this summary, it will be much easier to answer this question. Click here to download the pdf (with a lot of pictures).