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NATIONAL IDENTITY AS A COMPONENT OF THE NATION BRAND (CASE OF
HUNGARY)
A.S. Novikova, Postgraduate Student Ludovika University of Public Service (Hungary, Budapest)
DOI:10.24412/2500-1000-2024-4-5-10-17
Abstract. 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.
Keywords: national identity, nation branding, Hungary, qualitative research, international branding strategy.
Introduction. In the latter part of the 20th century, globalization catalyzed a surge of interest in nation branding as a strategic mechanism for countries to manage their international image and enhance their competitiveness globally. Simon Anholt, a leading figure in this field, argues that in the context of a globalized economy, countries are in a perpetual competition for the attention, respect, and trust of international stakeholders, including investors, tourists, consumers, donors, immigrants, media, and foreign governments [1]. Anholt emphasizes the critical role of nation branding in enabling countries to establish a compelling and positive international image, thereby securing a strategic advantage on the world stage.
The increased mobility of capital, labor, and technology has made it possible for goods and services to be produced and consumed on a global scale, leading to heightened competition among nations. This scenario has underscored the importance of applying marketing strategies to national image management, blending elements of foreign policy with in-
ternational marketing tactics (Kotler & Gertner, 2002) [2].
The concept of "Place Branding" was introduced by Simon Anholt and Wally Olins in the early 2000s, signifying a significant evolution in the approach to nation branding. This concept goes beyond the marketing of specific sectors like tourism and seeks to en-capsúlate the entirety of a nation's image and identity, including its political, economic, cultural, and historical dimensions (Anholt, 2002; Olins, 2002) [3]. Place branding, therefore, represents a holistic approach to crafting and communicating a country's brand, highlighting its unique attributes and value proposition to the global audience [4].
In summary, the emergence of nation and place branding as strategic tools reflects the changing dynamics of international relations in the era of globalization. These concepts emphasize the necessity for countries to pro-actively shape and manage their international reputation, utilizing marketing principles to enhance their global standing and influence.
Anholt's concept of "competitive identity" offers a sophisticated framework for understanding nation branding, which he represents as a hexagon model comprising six core elements that define a nation's brand:
1. Export: Evaluates global perceptions of a nation's products and services (Anholt, 2007).
2. Governance: Concerns opinions on governmental competence and justice at the national level (Anholt, 2010).
3. Culture and Heritage: Pertains to the international recognition of a country's cultural assets (Anholt, 2005).
4. People: Reflects the global perception of the nation's population in terms of friendliness, competence, and education (Anholt, 2006).
5. Tourism: Relates to the country's appeal as a travel destination (Anholt, 2007).
6. Investment and Immigration: Indicates the perceived opportunities for living, working, and investing in the country (Anholt, 2010).
The Anholt Nation Brand Index and subsequent methodologies, developed in collaboration with GfK Roper Public Affairs & Media, employ extensive survey data to measure and analyze the strength and appeal of national brands on a global scale (Anholt & GfK Roper, 2013) [5]. These tools have become instrumental in assessing how nations are perceived internationally, allowing them to benchmark their performance and identify areas for strategic improvement.
Further expanding on Anholt's work, the "Country Brand Index" compiled by Future-Brand takes a holistic approach to nation branding, integrating statistical data, global surveys, and expert evaluations to rank countries based on their brand strength and attractiveness [6]. This comprehensive index serves as a crucial resource for understanding the multifaceted nature of nation brands and their impact on international relations and global market dynamics.
The evolution of nation branding as a strategic imperative for countries in the globalized world is well documented in the literature, with scholars like Anholt leading the discourse. The frameworks and indices developed as part of this discourse provide val-
uable insights and tools for countries to navigate the complexities of international perception and competition.
From a research perspective, national branding is a relatively young and relatively poorly understood phenomenon. In modern conditions, the ability of the state to influence the external and internal community with the appropriate tools and forces of the idea, as well as the competent use of information flows, is of great importance. Along with important state priorities, it occupies the image as a tool for strategic development and ensuring support for the domestic and foreign policy of the state. The world's leading scientists in this field mention different aspects of country branding, but they can be synthesized into a general approach, which was presented in the early 2000s by the world's leading expert Simon Anholt. In the context of his research, national identity is one of the components of the country's image and an important input parameter in the process of building a strategy [7].
Materials and Methods
This study was carried out in order to determine the features of the national identity of the Hungarians, for further analysis of the strategy of the image of Hungary. To conduct a qualitative study, the focus group method was used. The main aspect under study is the respondents' perception of national identity.
The study of national identity as a component of national branding, particularly within the context of Hungary, presents a critical examination of how a Finno-Ugric nation its identity onto the global stage. This research is pivotal as it explores the intersection of cultural identity and international branding, issues that are central to Finno-Ugric studies concerning self-representation and external perception. By employing a qualitative analysis through focus groups, this study offers a unique approach by directly engaging with the voices of Hungarian citizens to uncover the nuanced interplay between national identity and global branding strategies. This method not only enriches our understanding of Hungarian identity but also contributes to broader discussions on how nations can leverage their cultural assets to enhance their international image.
Methodology: The focus group method was employed to gain a nuanced understanding of Hungarian national identity, recognized for its effectiveness in eliciting rich, qualitative insights. A diverse cross-section of the Hungarian population was engaged through the organization of eight focus groups, ensuring a broad representation across various age groups, professions, and regions of Hungary. Groups were composed of 8-10 participants each, a size that was deemed conducive to deep discussions and ensuring that each participant's voice could be heard.
An environment conducive to open and honest dialogue was prioritized during the focus group sessions. Participants were selected to create a microcosm of Hungarian society, reflecting a wide range of perspectives from different societal segments. This diversity was crucial for examining the complex layers of national identity present across Hungarian society.
The discussions were structured yet flexible, guided by open-ended questions designed to delve into participants' perceptions of Hungary's national identity, its values, and symbols. Themes such as cultural heritage, historical significance, societal values, and contemporary issues were explored to identify common patterns and unique insights that could inform the national brand development.
Conducted in Hungarian language, the focus groups allowed participants to express their thoughts and feelings with precision and authenticity. The sessions were recorded and transcribed verbatim, with subsequent translations into English for analysis, ensuring that the nuanced expressions of national identity were accurately captured and interpreted.
Through this methodological approach, a comprehensive and nuanced portrayal of Hungarian national identity was intended to be constructed, providing a solid foundation for building a resonant and authentic national branding strategy.
Focus Group Study on the National Identity of Hungarians: Summary of Results
Objective: The exploration of national identity perceptions among Hungarians was targeted to inform the strategic development of Hungary's national brand. It was intended
to discern how national identity is perceived by Hungarians, identifying the symbols and narratives that resonate most and how these elements could be aligned to forge a compelling and authentic national brand narrative. This initiative was not just seen as an academic exercise but as a strategic move to harness the collective self-image and aspirations of the Hungarian populace, facilitating the creation of a national brand that reflects the nation's true essence and heritage.
Key Findings:
1. Deep-Seated Cultural Pride:
A profound connection to Hungary's cultural heritage was consistently unveiled throughout the focus group discussions. It was noted that participants expressed unwavering pride in the nation's historic and contemporary contributions to the arts, science, and culinary arts. The recurring mention of iconic symbols, such as the Chain Bridge and the architectural marvel of Budapest, along with the scenic beauty of the Danube Bend, was highlighted, embodying the rich tapestry of Hungary's past and dynamic present. The way these elements are woven into the national consciousness, serving as touchstones of Hungarian pride and identity, was profoundly emphasized.
2. Historical Resilience and Contemporary Challenges:
The discussions frequently brought to light Hungary's tumultuous history, from its days under the Austro-Hungarian Empire to the challenging periods of the 20th century, which was portrayed as a testament to the nation's resilient spirit. The impact of historical events, such as the struggles during World War II and the Cold War era, on Hungary's collective memory and national identity was explored. However, the complexities introduced by current political and economic issues, which participants felt shaded Hungary's image on the international stage, were also acknowledged. These contemporary challenges were discussed as casting a long shadow over the national narrative, complicating efforts to foster a positive global perception of Hungary.
3. Urban vs. Rural Dichotomy:
A vivid contrast was observed between the viewpoints of participants from urban areas,
especially Budapest, who were inclined to emphasize Hungary's modern, cosmopolitan attributes and aspirations towards European integration, and those from rural regions, who underscored the importance of preserving traditional values and national sovereignty. This urban-rural dichotomy highlighted the multi-faceted nature of Hungarian identity, reflecting a nation at the crossroads of tradition and modernity. The discussions illuminated the challenges in forging a unified national identity that encapsulates these diverse experiences and viewpoints, underscoring the tension between progression and preservation within the Hungarian societal fabric.
4. The Youth's Vision for Hungary:
The discussions with younger participants revealed a forward-looking perspective on Hungary's future, portraying the nation as an emerging hub of innovation and technological advancement. These younger voices envisioned Hungary stepping onto the global stage as a leader in digital technology, green energy solutions, and entrepreneurial ventures. The contrast between this progressive vision and the more traditional perceptions
commonly associated with Hungary was stark. This youthful dialogue not only challenged established stereotypes but also painted a picture of Hungary as a dynamic, innovative player in international affairs, eager to redefine its global image and role.
5. Linguistic Pride and Challenges:
The Hungarian language, celebrated for its distinct structure and rich literary heritage, emerged as a source of significant national pride. The linguistic uniqueness of Hungarian, seen as both a cultural treasure and a complex challenge, was a focal point of discussion. The language's perceived barriers to global communication and international cultural exchange were acknowledged, with participants suggesting that innovative educational approaches and digital tools should be developed to overcome these hurdles. The idea of promoting linguistic understanding and facilitating cross-cultural dialogue through technology and education was proposed, aiming to preserve the linguistic heritage while enhancing Hungary's global connectivity and comprehension.
Interpretation of the results
Gender Distribution
Profession Distribution
Not Specified
Region Distribution
Abroad
The set of pie charts represents the demographic distribution of the focus group participants in the study on Hungarian national identity. Here's the breakdown:
- Gender Distribution: Out of 76 participants, 44 are female (57.9%) and 32 are male (42.1%).
- Profession Distribution: The group is diverse, with 33 students (43.4%), 7 in finance (9.2%), 16 in the aviation sector (21.1%), 5 not working (6.6%), 8 freelancers (10.5%), and 7 not specified their jobs (9.2%).
- Region Distribution: 70 participants are from Hungary (92.1%), and 6 live abroad (7.9%).
The accompanying figures provide a comprehensive overview of the participant diversity in the focus groups, emphasizing the breadth of viewpoints considered throughout this study. To further understand the intricacies of national identity within Hungary, a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis was conducted based on the perceptions of focus group participants. The results of this analysis are synthe-
sized in the table below, which delineates the internal and external factors contributing to and challenging Hungary's national identity according to the collected data. This struc-
This table systematically organizes the findings from the focus group study into a SWOT analysis, categorizing the internal strengths and weaknesses, along with the external opportunities and threats associated with Hungary's national identity. This methodical compilation of data provides a structured overview that is crucial for informing the development and implementation of effective nation branding strategies for Hungary. The analysis not only underscores the inherent characteristics and perceptions of the national identity but also highlights potential areas for strategic enhancement and risk mitigation.
Conclusion
The focus group study delved deep into the intricate fabric of Hungarian national identity, uncovering a nuanced landscape of pride, challenges, and future aspirations. Participants expressed a strong sense of pride in Hungary's cultural heritage, historic resilience, and national achievements. Yet, they also acknowledged the contemporary challenges facing the nation, including political and economic issues that could potentially affect its international image.
For effective nation branding, the findings suggest that it is essential to strike a balance
tured approach facilitates a nuanced examination of the multifaceted nature of national identity in the Hungarian context.
between celebrating Hungary's rich heritage and promoting a modern, dynamic image. This balance should not only cater to internal perceptions but also align with international expectations, portraying Hungary as a country that honors its past while actively shaping its future.
The rich tapestry of historical and cultural pride, juxtaposed with a clear-eyed recognition of current challenges, provides a fertile ground for developing a nation brand that resonates both domestically and globally. It calls for a strategic approach that leverages Hungary's unique cultural assets, such as its architectural marvels, traditional cuisine, and linguistic uniqueness, while also highlighting its advancements in innovation, technology, and sustainable development.
The involvement of the national community, particularly the youth, emerged as a pivotal element in the nation branding process. Younger participants in the focus groups envisioned Hungary as a forward-thinking, innovative country, signaling a shift in how the national identity could be projected on the international stage. Their aspirations for a Hungary known for digital innovation, environmental sustainability, and entrepreneurial
SWOT Details
Strengths - Rich Historical Tapestry and Cultural Assets: Deep-rooted in arts, science, and culinary heritage, with iconic symbols like the Chain Bridge and Buda Castle, reflecting Hungary's continuous pride and historical depth. - Resilient National Spirit: A history of overcoming tumultuous periods, showcasing adaptability and enduring strength, forming a compelling narrative of resilience.
Weaknesses - Contemporary Political and Economic Challenges: Political controversies and economic issues that may affect international image and investment appeal. - Urban-Rural Divide: A stark contrast between urban modernity and rural tradition, presenting challenges in forming a unified national identity.
Opportunities - Global Cultural Diplomacy: Opportunities to highlight cultural richness through international festivals and partnerships, enhancing global cultural presence. - Digital and Innovative Frontiers: Potential to rebrand as a forward-thinking nation with advancements in technology and innovation, attracting global talents and investments.
Threats - International Perception and Stereotypes: Risk of enduring stereotypes and misconceptions impacting the global image, necessitating narrative reframing. - Economic Vulnerabilities: Economic instability posing risks to investment and tourism, highlighting the need for economic resilience strategies.
spirit point to the need for a nation branding strategy that encapsulates these elements.
Moreover, the study underscored the importance of addressing linguistic challenges to enhance global communication and cultural exchange. Innovative language education and digital tools were suggested to overcome these barriers, indicating a strategic direction for enhancing Hungary's global accessibility and engagement.
In summary, the focus group study highlighted the complex interplay of pride, challenges, and aspirations within the Hungarian national identity. For effective nation branding, a nuanced strategy is required—one that balances the celebration of Hungary's rich heritage with the projection of a modern, dynamic image. This strategy must consider both internal perceptions and international expectations, with the active support and involvement of the national community, especially the youth, to promote a positive and multifaceted image of Hungary on the world stage.
To enhance the nation branding of Hungary effectively, it is essential to implement a series of strategic recommendations based on the insights derived from the SWOT analysis. These recommendations are designed to leverage identified strengths, address prevalent weaknesses, capitalize on emergent opportunities, and mitigate potential threats. Key strategies include:
1. Cultural Diplomacy Enhancement: Hungary should amplify its cultural diplomacy initiatives by organizing and participating in international cultural festivals and forging partnerships with global cultural institutions. This strategy should not only spotlight Hungary's rich cultural heritage but also its contemporary artistic and musical prowess. Exhibitions, cultural exchanges, and collaborative arts projects can serve as platforms for showcasing Hungary's diverse cultural landscape, from classical music and folk traditions to modern art and design. Collaborating with international artists and institutions can further elevate Hungary's cultural profile, creating a narrative of a nation that is both rooted in tradition and vibrant in contemporary creativity.
2. Narrative Reframing and Storytelling: The reframing of Hungary's narrative is essential to accentuate its resilience through history, its role as a cultural nexus in Europe, and its proactive stance on global issues like environmental sustainability and digital innovation. This should involve a multifaceted storytelling approach that weaves together tales of historical grandeur, cultural richness, and forward-looking innovation. These stories should be tailored to resonate across different platforms and media, capturing the essence of Hungary's journey and aspirations. Through documentaries, interactive online content, and engaging public campaigns, Hungary can articulate a narrative that appeals to and connects with a global audience, enhancing its brand image as a dynamic and progressive nation.
3. Digital Engagement and Innovation:
A robust digital engagement strategy is paramount to project Hungary's unique blend of heritage and modernity. This strategy could encompass virtual reality (VR) experiences of Hungary's iconic sites, augmented reality (AR) tours that bring to life historical narratives, and targeted digital campaigns that highlight Hungary's technological advancements and cultural festivals. Digital storytelling, through platforms like Instagram, Twitter, and YouTube, can engage younger demographics and global audiences, showcasing Hungary's vibrant culture, innovation, and natural beauty. By tapping into digital analytics and trends, Hungary can craft targeted campaigns that align with global interests and cultural movements, ensuring wider reach and engagement.
4. Community Empowerment and Participation: Empowering local communities to serve as ambassadors for Hungary's brand is crucial. This entails nurturing grassroots initiatives that showcase the country's regional diversity, local traditions, and innovations. Community-led tourism, local arts and crafts exhibitions, and culinary festivals can provide authentic experiences for both domestic and international visitors. Encouraging locals to share their stories, crafts, and customs on social media and other platforms can offer a more genuine and diverse perspective of
Hungary, enriching its national brand with a tapestry of local narratives and experiences.
5. Youth Engagement and Future Vi-sioning: Actively involving Hungary's youth in shaping the nation's brand narrative is essential to ensure its relevance and vibrancy for future generations. Youth forums, innovation challenges, and partnerships with educational institutions can foster a spirit of creativity and forward-thinking. These initiatives should emphasize sustainability, technology, and global connectivity, aligning with the interests and values of younger generations. By integrating the youth's vision and energy, Hungary can cultivate a brand that is dynamic, innovative, and reflective of its potential as a future-oriented nation.
6. Language and Communication Strategy: Developing a language and communication strategy that celebrates the Hungarian language's uniqueness while facilitating global communication is vital. This could include bilingual education programs, international Hungarian language competitions, and digital platforms for language learning and cultural exchange. Promoting linguistic diversity and proficiency, especially in English and other widely spoken languages, can enhance Hungary's global engagement and accessibility, allowing it to share its culture, innovations, and values more broadly.
7. Sustainable Development and Green Branding: Emphasizing Hungary's commitment to sustainability can significantly boost its international image. Initiatives should highlight eco-friendly practices in tourism, agriculture, and urban development, showcasing Hungary as a leader in green innovation and conservation. International collaboration on environmental projects and showcasing Hungary's green initiatives at global forums can reinforce its reputation as a country committed to sustainable development and environmental stewardship.
8. Historical and Modern Synergy: Creating a synergy between Hungary's historical heritage and its contemporary ambitions is key to a cohesive national brand. This involves integrating elements of Hungary's past, such as folklore, architecture, and historical narratives, with modern design, technology, and cultural expressions. Exhibitions, me-
dia content, and educational programs that blend tradition with innovation can illustrate Hungary's journey from its historical roots to its modern achievements, offering a holistic brand image that honors its legacy while embracing the future.
9. International Collaboration and Networking: Strengthening international ties and networks can enhance Hungary's global visibility and influence. Strategic partnerships with international academic institutions, business consortiums, and cultural organizations can facilitate cultural exchange, educational opportunities, and economic collaboration. These relationships can serve as conduits for promoting Hungary's cultural and economic assets, fostering a global network of ambassadors and advocates for Hungary's brand.
10. Monitoring and Evaluation Framework: Establishing a comprehensive framework for monitoring and evaluating the impact of nation branding initiatives is crucial for sustained success. This should include metrics and benchmarks to assess the effectiveness of different strategies in enhancing Hungary's image and reputation. Regular analysis of feedback, media coverage, and public perception can guide ongoing improvements and adaptations in the nation branding strategy, ensuring that Hungary's brand remains vibrant, relevant, and positively perceived on the world stage.
In conclusion, the success of Hungary's nation branding efforts hinges on a holistic and adaptive approach that balances historical pride with forward-thinking strategies. By embracing the comprehensive recommendations outlined above, Hungary can craft a compelling national narrative that resonates both within the country and on the global stage. The proactive involvement of diverse communities, especially the youth, in shaping and promoting this narrative is crucial. Through concerted efforts in cultural diplomacy, digital innovation, community empowerment, and sustainable development, Hungary can project a dynamic and inclusive image. Ultimately, the continuous monitoring and adaptation of these strategies will ensure that Hungary not only preserves its rich heritage but also thrives as a modern, innovative, and globally engaged nation.
References
1. Anholt S. Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan, 2007.
2. Kotler P., Gertner D. Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 2002.
3. Anholt S. Brand New Justice: How Branding Places and Products Can Help the Developing World. Amsterdam: Elsevier, 2002.
4. Olins W. Branding the Nation - The Historical Context. London: The Foreign Policy Centre, 2002.
5. Anholt S. Places: Identity, Image and Reputation. Palgrave Macmillan, 2010.
6. Papp-Váry Árpád. Országmárkázás - Versenyképes identitás és imázs teremtése. Akadé-miai Kiadó, 2019.
7. Dinnie K. Nation Branding: Concepts, Issues, Practice. Oxford: Butterworth-Heinemann, 2008.
НАЦИОНАЛЬНАЯ ИДЕНТИЧНОСТЬ КАК СОСТАВЛЯЮЩАЯ БРЕНДА НАЦИИ
(НА ПРИМЕРЕ ВЕНГРИИ)
А.С. Новикова, аспирант
Университет государственной службы Лудовика (Венгрия, г. Будапешт)
Аннотация. Исследование посвящено значимой роли национальной идентичности в контексте формирования национального бренда, с особым вниманием к Венгрии. С использованием качественных методологий исследования, включая обширные фокус-группы, в работе анализируется, как граждане Венгрии воспринимают свою национальную идентичность и какие последствия эти восприятия имеют для национальных и международных усилий по брендингу. Статья раскрывает сложное взаимодействие глубоко укоренившейся культурной гордости, устойчивых исторических нарративов и современных вызовов, с которыми сталкивается Венгрия сегодня. Эти элементы критически важны для создания национального бренда, который находит отклик на глобальном уровне. Результаты не только подчеркивают уникальные аспекты венгерской национальной идентичности, но и предлагают способы стратегического использования этих характеристик для улучшения международного положения и репутации Венгрии. Исследуя тонкие выражения идентичности среди различных демографических групп по всей Венгрии, данное исследование способствует более широкому пониманию того, как национальная идентичность может быть мощным инструментом в глобальных стратегиях брендин-га. Этот подход подчеркивает важность согласования инициатив Венгрии по брендингу с ее богатым культурным наследием и динамичными современными стремлениями, нацеленными на создание положительного международного имиджа и привлечение мирового интереса и инвестиций.
Ключевые слова: национальная идентичность, брендинг нации, Венгрия, международная стратегия брендинга.
