American Chamber of Commerce in Romania

Borsec is ranked first in the 2011-2012 Superbrands Consumer Programme, as resulted through the centralization of answers within the study conducted by Superbrands Romania. This is the first time the Superbrands top is led by a Romanian brand with a lengthy tradition. The list of top 10 brands appointed Superbrands in Romania for 2011-12 includes: Borsec, adidas, Mercedes-Benz, Dr. Oetker, IKEA, Coca-Cola, Nike, BMW, Jack Daniel's and Orbit.

The list of brands eligible for the Superbrands status resulted by following an international Superbrands methodology which includes two major stages. During the first stage, the Superbrands Council, formed by 26 experts in management, marketing, communication and branding, provided the qualitative selection for brands included in the brand list, evaluating 1,260 brands in 48 categories. The criteria taken into consideration in the selection process were quality, reliability and distinction on the market.

Following the qualitative stage, 740 brands qualified and were subsequently included in the market study, conducted by Superbrands Romania in collaboration with Nielsen Romania, with 1,500 Romanian consumers. The survey was completed in September this year.

The final results of the study reflect the Romanian consumers’ choices of the 300 brands eligible for the Superbrand status on the Romanian market. The full list of brands eligible for the Superbrand status in Romania in the current programme will be published in the Superbrands Book for Romania, the 2011/12 edition.

The economic categories best represented in the list of 300 brands validated as Superbrands in Romania are the ones from the FMCG sector – electric and electronic equipment, confectionary and chocolate, soft drinks, beer and dairy products, personal care products - and constructions segment. By contrast, a number of subcategories failed to impose themselves at the level of the Romanian consumer, such as travel companies, courier services and books retail, which are poorly represented in the list of brands with the Superbrand status.

Local brands kept their place in Romanian consumers' preferences, so that a quarter of brands validated as Superbrands are Romanian brands. Some of them have become traditional examples, maintaining their position for several consecutive years in the list of brands considered Superbrands by Romanian consumers: Arctic, BCR, Borsec, Dorna, Mobexpert, Petrom, Poiana, PRO TV, Rompetrol, Sensiblu and Ursus. Other examples of Romanian brands validated as Superbrands this year include: Intercontinental, eMag, Caroli, Cris-Tim, Diverta, joining a portfolio of brands appreciated by Romanians, alongside strong international brands.

More than 80% of consumers think that the main attributes for a Superbrand in Romania are: high quality of products or services, respect for customers, the quality-price ratio, reliability and reputation, while social involvement and sense of humour used in promotional campaigns end the attributes ranking, with just 43% of the public’s votes.

About Superbrands Romania

Entering Romania in 2005, through the strategic communication and public relations agency BDR Associates, the organization has developed programmes devoted to the Romanian market and the local branding culture. The programmes carried out so far, including two Consumer Superbrands editions (2006, 2010) and two Business Superbrands editions (2007 and 2008), have offered more than 200 models in branding and communication success. The Superbrands Romania Programmes have brought together nearly 100 experts and professionals in management, marketing, communication, branding and other areas.

Further information about the Superbrands Romania programme is available on http://www.superbrands.com/ro.

About Nielsen

In over 100 countries worldwide, Nielsen provides companies with the most comprehensive range of information on consumer habits and preferences related to media consumption and purchase behaviour.

As a global leader in measuring and generating marketing information, Nielsen provides its clients a deep understanding of consumers, as a key factor for making the right business decisions for profitable company growth. Nielsen is constantly seeking and offering innovative methods that keep pace with the latest market trends in order to better understand increasingly diverse, demanding and informed consumer expectations and profiles.

Nielsen has been a partner of Superbrands Romania since 2007.