Current situation with nation branding issues in Hungary Inter-Regional Workshop on Nation Branding in Countries in Transition Presentation by Dr. Eszter Kovács Hungarian Intellectual Property Office Istanbul, May 26 and 27, 2011

Role of national IP offices in building ”nation brands” registration of TMs and GIs interfaces with EU and international systems for TM and GI protection advising their governments on IP related issues of building a ”nation brand” awareness raising and co-ordinating anti- counterfeiting activities

Competence of HIPO in connection with nation branding New competence of HIPO since 1 January 2011: promotes the proper use of the tools for protecting intellectual property in order to shape the country's image, to create a uniform nation brand as well as to improve the recognition of typical Hungarian products and to protect their reputation.

Other instruments for creating ”nation brands” in Hungary Parliament Decision 77/2008 (VI. 13.) OGY on the protection of ”Hungarica” It is necessary to determine the conditions under which using the word ”Hungaricum” is allowed → in April 2009: a ”Hungaricum” working group was established Aim: preparing the adoption of a ”Hungaricum Act”

Hungaricum Act Not adopted yet - draft version: - definition of „Hungarica”: unique national value, which can be found on the list created by the Hungaricum National Committee; product acknowledged and well- known by the society; is typical of Hungary according to Hungarians and foreigners as well What kind of product can be a Hungaricum? - lists of local and regional governments: local and regional values - lists of ministries: departmental values - initiatives of NGO’s → Decision of the Hungaricum National Committee

Other instruments for creating ”nation brands” in Hungary Council of Nation Branding: established by Government Decision 2176/2010 (X. 8.) Korm. - advisory and opinion-giving body of the Government - main functions of the Council are: 1. preparation of suggestions for communicating the nation brand; 2. creating and maintaining a unified country brand; 3. initiating scientific research facilitating the establishment of a unified country brand and country image; 4. promote the government’s information campaigns in relation to the country image; 5. contacting and liaising with similar institutions in other countries as well as domestic scientific institutes.

Other instruments of creating a „nation brand” Working document on the „country brand strategy” Aim of creating a „country brand”: - to make the country well-known as creator of excellent products, services and cultural values - empashize the competitiveness of products and services in Hungarian and foreign markets as well - support a country image, which stimulates tourism

Other intstruments of creating a „nation brand” Keyword: possibility Focus Fields: - The Creative Potential - The Healing Potential - The Market Potential - The Green Potential

Thank you for your attention!