A unique trademark, a possible role of the National Park Trademark – based on the results of a consumer survey

Benedek, Andrea

Keywords: trademark, national park, consumer awareness, survey, state

The Ministry of Rural Development has introduced a new and unique trademark into the domestic market, which has become widespread in Hungary since 2012. This trademark can be used on products that are produced according to the traditions and on the territory of the national parks; and are of excellent quality. The main aims of the introduction of this trademark were to raise environmental consciousness, improve the social judgement, support the local producers of the national parks and widen their market opportunities.
The producers welcomed the introduction of such a trademark as it offers clear ad-vantages for them. However, the judgement of the consumers who try to find their way among the product brands is also an important issue. For this reason the present re-search examines the market relevance of the National Park trademark by means of a survey among consumers. This paper introduces the most important findings of the re-search.
The awareness of trademarks of the interviewees is not yet deep, and there are dif-ferences in the awareness concerning the types of products. The trademark awareness related to the food products is higher than of the non-food products. The consumer trust in the National Park trademark is particularly outstanding, as it is hoped that the presence of the state means some kind of security, and also further social usefulness is expected from the trademarked products. The respondents valued the social value of the trademark higher than its economic benefit. The introduction of this unique trademark is expected to enhance the demand for labour, to preserve the region’s local traditions and ethnographic treasures, and an increase in demand for local raw mate-rial is expected.

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