THE ANALYSIS OF GLOBAL BRANDS - A COMPARATIVE STUDY POLAND - SLOVAKIA - HUNGARY

Abstract

The empirical research results, which aim was to define the degree of awareness of the leading global brands, have been presented in the following article. The fundamental research material has been acquired thanks to direct interviews done in three cities: Rzeszów (Poland), Debrecen (Hungary) and Kosice (Slovakia), on the sample of 1,200 respondents (adult inhabitants). The survey questionnaire, elaborated by the author of this article, has been used as a measuring tool. The research period was from 2012 to 2013 year. The achieved research results indicate that the most popular food products brands are Swiss chocolate Milka, French yoghurt Danone and Italian wine Martini. In turn, according to the respondents, the most recognizable non-food products brands are: American clothes and Nike sports shoes, Finnish mobile phones Nokia, Czech Škoda cars and Italian clothes and perfumes Giorgio Armani.