Borsec, Dero, Gerovital, Dorna and Arctic are “the most powerful” Romanian brands, according to a top 100 classification conducted by Bizz magazine and Unlock Market Research.
Borsec tops the chart for the fifth consecutive year, next coming Arctic, Dacia, Elmiplant, Aqua Carpatica, Farmec si Petrom. In the top twenty, we can also find Jolidon (11), Poiana (12), Fares (13), Rom (14), Bucovina (16), Mobexpert (17), Triumf (20).
Heavy industry, commerce and finances names have missed out the podium, with most of them lying in the middle of the top and some other full brand categories missing at all.
Three alcoholic drinks national brands end the chart: Zarea (97), Bucegi and Azuga beers (99 and 100).
So, water, sweets and hygiene brands still hold the leading positions, like in the previous years, pointing out the person’s need for simplicity, cleaning and a sort of consumption growing up.
2014 top 100 shows a positive trend for the consumer goods (Arctic, Dacia) for the services (Petrom, Medlife, various banking brands) but also for the online and offline retail (Emag, Dedeman, Mobexpert). This evolution could denote strength of the consumers’ self confidence and a sign of regaining the day-to-day stability. This also could lead to the indicator of the crisis psychological hurdling.
In 2014, food division is suffering more than in the previous years, especially when it comes to the cold meats or tonic waters. So, Romanians seem to value more the natural over the artificial this year.
“If you were mentioning Romanian brands five years ago, first quick answer was that “We don’t even have 50 brands!” We had them, but they were not promoted and we didn’t care about them. Five years of promoting and presenting the most powerful brands helped us conduct a 100 top of national well-known brands”, Marta Usurelu , Bizz editor in chief said.
“We asked our respondents what makes them be proud of themselves. 61 per cent said they are proud of who they are, because now they know who they are. It may seem ordinary, but it is a sign of the Romanian’s mental health recovery. People used to define themselves through possessions few years ago, now they are more keen to being special, unique’, Adina Vlad, Managing Partner, Unlock Market Research told Bizz magazine.