Brand Management

MOL was already a major national brand in the early ‘90s in Hungary. Over the years, the company has evolved to field a wide array of corporate and product brands with exposure in over 40 countries.

MOL Group has enjoyed enormous growth since the early 90’s. This has brought about significant challenges, including how best to identify our corporate, product and service brands and successfully communicate them to our shareholders, current and future employees, the media, the financial world, retail and industrial customers, business partners, the authorities (EU, national and local) and, importantly, the general public, especially those living near our installations.

MOL Group has therefore developed a flexible branding strategy based on the value each brand has built up over the years in the minds of each key MOL stakeholder group.

• MOL Group including all its subsidiaries and controlled companies are naturally branded “MOL”.
• Very large companies such as Slovnaft (SK), TVK (H), INA (HR) proudly carry their own names with “MOL” as the corporate link and endorser.
• Consumer retail branding for the Group’s filling stations has preserved brands valued by local customers for years, such as Tifon (HR), IES (I), Roth (A), Slovnaft (SK) and, of course, MOL in Hungary and Romania.

Our objective is to support and further strengthen the integrated operation of the group by our branding processes. Therefore, we regularly review our guidelines, basic principles, product and corporate brands and our strategy.

The image of MOL Group in people’s minds naturally depends on more than just branding. It firstly depends on the quality, safety and competitiveness of our products and services, the attitude and behaviour of our employees, and the effectiveness of our Sustainable Development policies in terms of the economy, society, and the environment. The second key importance to creating a true image of the company is the effective and transparent communications strategy we have developed to convey these values to our audiences. Only in this way can we continue to be “The choice of New Europe” among all our key stakeholder groups.