National identity as a component of the nation brand (case of Hungary)

This study investigates the significant role of national identity in the context of nation branding, with a specific focus on Hungary. Utilizing qualitative research methodologies, including extensive focus groups, the research captures how Hungarian citizens perceive their national identity and the implications of these perceptions for both national and international branding efforts. This paper reveals a complex interplay between deeply ingrained cultural pride, enduring historical narratives, and the contemporary challenges facing Hungary today. These elements are crucial for crafting a compelling national brand that resonates on a global scale. The findings not only highlight the unique aspects of Hungarian national identity but also suggest ways in which these characteristics can be strategically leveraged to enhance Hungary’s position and reputation internationally. By exploring the nuanced expressions of identity among various demographic groups across Hungary, this study contributes to a broader understanding of how national identity can be a powerful tool in global branding strategies. This approach emphasizes the importance of aligning Hungary’s branding initiatives with its rich cultural heritage and dynamic modern aspirations, aiming to foster a positive international image and attract global interest and investments.