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Press Release
: : 9 September, 2004

The First Hungarian BuyBrand Show and International Franchise Expo, already ranged in the line of international franchise exhibitions, is expected to be the most important event in the region. In general, franchise expositions are very popular in the international business life, due to the role they play in intermediating business partners.

The Budapest expo to be held between the 14th and 16th October in considered as an important international event, the first great franchise exposition in Central and Eastern Europe, having already almost 50 registered participants. The exhibition is supported by several professional bodies and associations as well, among others the National Federation of Employers and Industries, ITDH (Hungarian Investment and Trade Development Company) and the U.S. Commercial Service. The great number of exhibitors coming from the developed countries shows that the international franchise networks and brand owners are interested in the Hungarian market and count on finding business partners of developed commercial and trading culture in Hungary.

Besides the international participants there will be present also Hungarian exhibitors in the show. Several national enterprises have already proved that their brand and service methods mean quality for the consumers. For these enterprises an efficient way of reaching market growth can be the selling of their brand and commercial know-how. Finding a foreign partner maintaining the quality of the trade mark has the same importance for Hungarians and foreigners, since only this way a brand can uphold its commercial value.

"In the franchise business and other trade partnerships based on buying brands, both parties can turn it to account” – says Dr. Katalin Mandel, managing director of DAKEXPO Ltd. "The brand owner network can practically expand and extend its field of operation by involving the partner’s capital into the business. In the same time partners give their money for a successful brand and market methods and, a very important aspect is that they always keep their entrepreneurial independence. Furthermore a significant element of cooperation in franchise system is the quality itself: the seller of the given trade mark must put faith in the high quality work of the partner involved into the business and, of course, the partner must meet this requirement. From the one hand, the October expo ensures a concentrated forum for brand proprietors and from the other it gives an opportunity for those having the intention of initiating this kind of entrepreneurial activity”.

The First Hungarian BuyBrand Show will welcome among the participants the Hungarian experts who developed the franchise system of the well-know and popular Budapest LEROY Cafés. The aim of their participation in the show is to present a type of business for the future partners which is demanding much care in quality both regarding the service and the development of their commercial unit.

High Care is also a well introduced trade mark in Hungary. The Hungarian High Care centers and High Care Studios operate in a franchise system, the brand proprietor is the German High Care AG. "The German beauty care company recognised the importance of the Central and Eastern European market more than ten years ago now” – says Csaba Hankó regional director. "The presence of High Care in Hungary has gradually been developed and finally reached a form of modern and efficient cooperation which is the franchise network. In the franchise system, based on conscious and independent partnership, the basis of a high international quality service can perfectly be realized: this means the unity of global thinking and service following the local conditions.”

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First Hungarian BuyBrand Show and International Franchise Expo
According to the international business agenda the First Hungarian BuyBrand Show and International Franchise Expo to be held between 14th and 16th October this year, will be the most important event of this type in the Central and Eastern European region. Experts say that in this geographical area franchise and other business cooperation techniques based on buying brands have a great future - this kind of expectation is well supported by the fact that there is a considerable interest in the forthcoming Budapest event.

DAKEXPO Kft. was founded in 2003 with the aim of stimulating franchise business methods in Hungary by organising business events. The co-owners of DAKEXPO are Dr. Katalin Mandel, of Hungary and Dennis Klein of Canada. Dr. Mandel is well known by organising the Royal Diamond Business Club events, while Dennis Klein is a founder of Canada's most successful franchise network. DAKEXPO is a member of the International Franchise Association.

Dr. Katalin Mandel
Managing Director
1121 Budapest, Kútvölgyi út 68.
Tel: 00 361 274 5186


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