Leaders of Business Superbrands
IT&C, Consultancy and Banking Sector are the Top 3 categories of Business Superbrands in Romania, according to the research and the votes of 30 experts which comprise the jury of the Business Superbrands Romania 2017, project unfolded by BDR Associates. These three are followed by Energy, Constructions, Financial Services, Automotive, Personal Care, Insurances and Courier Services. Leading brands for each of these categories are IBM, Ernst & Young, Banca Transilvania, Enel Energie and Engie, Holcim and BASF, Visa, Automobile Dacia, P&G and Henkel, NN, FAN Courier and DHL.
Trends in Consumer Superbrands
The constant development of online and digital is the unquestionable finding of Consumer Superbrands, project carried by BDR Associates in partnership with IPSOS. This is proved by the impressive scores obtained by the brands active in e-commerce, which pride themselves with building a strong presence in the market and serving as important vectors for consumers’ loyalty and admiration.
Just as relevant is the focus on local culture and Romanian brands, which became more visible in the media, as the interest shifted towards national values and tradition, versus past years.
Successful brands are those who succeed in looking at their Romanian roots as a source of inspiration, while acting like a global and modern brand in relation to the consumers. This year’s edition outlines the three dimensions defining a Superbrand in consumer’s mind, not only in Romania, but in all the countries where the project is run: leadership, trust, dynamism.
As a premiere in the Superbrands programme, Non-governmental organizations with a strong impact on the private sector are acknowledged, thanks to the performances reported in managing talents. The well-known Junior Achievement is the star of this category, being involved for more than 25 years in developing business education in Romania.
The Superbrands 2017 Book
The full list of brands having received the Superbrands Romania title will be included in the Superbrands Romania 2017 Book. A reference in fostering brand culture in Romania, the Superbrands Book is a compendium of successful models – 30 of the most valuable Business and Consumer brands in the market. The Book will be launched at the Superbrands Gala, event to take place early 2018. The Superbrands Books are published in more than 81 countries on all continents and depicts success stories in branding, thus supporting economic and business growth on all four continents, becoming a handbook for companies, marketing & communication specialists and other specialized audiences across the world.
More on the consumers’ research carried for Consumer Superbrands 2017: the full list of eligible brands was shaped observing the international Superbrands methodology, which comprises two important steps. In the first step, the Superbrands Council, gathering 30 management, marketing, communication and branding specialists was in charge with the qualitative selection, having evaluated 1,223 brands in 52 categories. The criteria considered in the selection process were reputation, trust, quality and market differentiation. Following this step, 653 qualified brands entered the market research phase, carried by Superbrands Romania together with Ipsos, on a representative sample of 1,501 Romanian consumers in urban areas.
The final results of the research reflect consumers’ preference for the 370 brands running for a Superbrands title in the Romanian market.
