The aggregate value of the top 50 Romanian brands has increased 17% to EUR 5 billion, according to the latest report by Brand Finance, the world’s leading independent brand valuation consultancy. The rise is much higher than the 4.1% annual growth of the Romanian economy in 2018, and another confirmation that strong brands tend to outperform the rest of the economy, Brand Finance informs in a report.
“Top brands continue to enjoy a higher growth in value than the economy as a whole, and brand strong companies see their value increase even when economic growth slows down. Biggest Romanian brands continue to build momentum and are better prepared for the future,” said David Haigh, CEO, Brand Finance, according to a company release.
Top 10 Romanian brands 2019:
- Dacia: EUR 1.32 billion
- eMag: EUR 584 million
- Dedeman: EUR 405 million
- Petrom: EUR 289 million
- Banca Transilvania: EUR 208 million
- DIGI (RCS & RDS): EUR 203 million
- BRD: EUR 158 million
- Bitdefender: EUR 128 million
- Rompetrol: EUR 111 million
- Electrica SA: EUR 101 million
The automotive brand Dacia keeps the pole position in the Brand Finance Romania 50 ranking for the third year in a row, with a brand value of EUR 1,320m, up 6% from last year. Dacia is also one of the very few Romanian brands present in global league tables, having been ranked 59th in Brand Finance Auto 100 2019.
Out of the top 10 brands, all have enjoyed growth in brand value, apart from Electrica, which fell 8% to EUR 101m and slid one position to the 10th place. BCR, in turn, dropped out of the top 10, following a 6% decrease. On the back of strong growth in the oil & gas sector, Petrom and Rompetrol brands grew 49% and 44% respectively – with Rompetrol breaking into the top 10 this year.
Digi (RCS&RDS) consolidated its brand value with a 9% increase to EUR 203m, and also marked a premiere for a Romanian telecom brand by featuring earlier this year in the global Brand Finance Telecoms 300 2019.
Placing 5th, Banca Transilvania is up one place, and maintains its title as the most valuable Romanian banking brand. Valued at EUR 208m, up 41% from last year, it is the only Romanian bank to have been included in the Brand Finance Banking 500 2019, the release further reads.
The retail sector (including e-commerce) has generated the most brand value, with a total worth of EUR 1,379m – a 28% surge year-on-year, with most of the 11 retail brands in the league table enjoying an increase in value. The most valuable among them are the e-commerce star eMAG and the leading DIY chain Dedeman (which remains the most valuable brand with 100% Romanian shareholding), both recording high brand value growth rates of 27% and 34% respectively. The drugstore chain Catena registered the highest growth – up a striking 61% from last year – while Sensiblu was the only retail brand to slide in value, decreasing 26% year-on-year.
Of the old brands, it is particularly regrettable to see state-owned ones losing value and sliding down to the bottom of the table. Brands like CFR, Tarom or TVR (the latter exiting the top 50 this year) have seen their value diminish at 20% or more per year. While not reflected in the balance sheet, the neglect of brand translates into lower morale and diminishing relevance, which ultimately eats into economic performance and business value, the release also reads.