Superbrands Romania announces the main results of the research conducted as part of its 12th edition, 2026–2027, “The Innovation Legacy,” which are relevant to the local branding landscape and the key developments across the Consumer and Business sectors. The concept of this edition brings to the forefront brands that combine established values and branding experience with adaptability and innovation in a continuously changing market. The evaluation process was conducted by the Superbrands Honorary Council, comprising 30 business leaders and marketing and communication specialists, together with Ipsos Romania.
“The strong presence of Romanian brands, the diversity of the sectors represented and the performance of certain brands in their relationship with both the general public and the business community confirm the importance of a strong branding culture. The concept of ‘The Innovation Legacy’ speaks about brands’ ability to build on the values and experience they have accumulated, while adapting and innovating in step with the market and remaining attentive to their reputation,” says Cătălina Rousseau, Founder and President of BDR Associates.
Main conclusions of the evaluation and research stages
Consumer Superbrands and key developments: Superbrands does not aim to create a ranking, as all brands voted eligible for Superbrand status enjoy equal recognition. However, an analysis of the main results provides a relevant perspective on market trends, the positioning of brands within their own categories and their evolution from one edition to another. Among the hundreds of brands declared eligible for Superbrand status, the first 20 brands of this edition are: Dedeman, Uber, Strongbow, eMAG, Netflix, Glovo, Samsung, Bolt, Dr. Max, Apple, Banca Transilvania, OMV, Borsec, Regina Maria, Sameday, Pampers, Lidl, FAN Courier, IKEA and Coca-Cola.
Dedeman leads the Consumer Superbrands research in terms of awareness and brand indicators, alongside the continued rise of Romanian brands such as eMAG, Banca Transilvania, Borsec, Regina Maria, Sameday and FAN Courier, which are also among the first 20. Romanian brands receive the highest ratings in several of the categories analysed, in some cases by significant margins compared with international brands.
Services and technology consolidate their relevance: Four of the first 20 brands come from the FMCG sector – Strongbow, Borsec, Pampers and Coca-Cola – while the other 16 operate in sectors such as Retail, Mobility, Services, Technology or Oil & Gas. Among the highest-rated are brands operating in ride-sharing, e-commerce, courier and delivery services, streaming and technology.
“Consumers relate to brands with the expectation that they will meet certain fundamental needs, while the best experience provided by a brand, particularly by brands in the services category, becomes a benchmark for all the brands with which they interact. The stronger presence of Romanian brands in leading positions in the Superbrands catalogue shows that Romanian brands are succeeding in reversing the traditional flow of innovation, product and service exports, with Eastern Europe now taking its turn to export added value to the West,” says Dorian Cazacu, Senior Client Director, Ipsos Romania.
Consistency is demonstrated: 13 of the first 20 Consumer brands in the current edition were also among the first 20 in the previous edition, while 12 were part of the same group in the 2021–2022 programme. This continuity confirms their ability to remain relevant through a consistent branding culture.
Innovation becomes a benchmark in consumer choices: The brands most strongly associated with innovation include eMAG, Samsung, Lidl, Dedeman, Coca-Cola, Kaufland, Nike and Dacia. A total of 76% of research participants consider it important for brands operating on the Romanian market to launch innovative products or services, while 75% say they would be more willing to purchase or use an innovative brand rather than a familiar one at a similar price.
“For brands, the value of the Superbrands research lies not only in the recognition they receive, but also in the perspective the results provide on their own evolution. Brands can see how they are positioned in relation to other players in their category, what supports their progress and where there is room for further consolidation. Within the Superbrands culture, consistency means communicating continuously, delivering on your promise and evolving without losing the identity and trust built over time,” says Ada Toni, Country Manager, Superbrands Romania.
Business Superbrands
Within the section dedicated to companies, the Superbrands Honorary Council evaluated 801 brands across 32 categories. In this edition, and for the first time in the Superbrands Romania programme, innovation was added to the established evaluation criteria. The process offered two complementary perspectives on Business Superbrands performance: an evaluation across the entire market, regardless of category, and an evaluation in relation to the average of the category to which each brand belongs.
The brands with the highest absolute scores were: Google, Mercedes-Benz Vans & Trucks, Orange Romania, Dante International – eMAG, Bitdefender, Ferrero Romania, BVB – Bucharest Stock Exchange, Lidl Discount, Mega Image, IKEA, Microsoft Romania, Ziarul Financiar, Sephora Cosmetics Romania, Carrefour Romania, PwC, Bayer, Deloitte, Samsung, Digi Romania and Automobile Dacia.
Excluding the brands on this list, the largest differences compared with the average of their own category were recorded by: Curtea Veche Publishing, Romstal, Ipsos Romania, Bosch, Arctic, DHL International Romania, Bog’Art, FAN Courier Express, Policolor, Henkel Romania, L’Oréal Romania, Siemens, One United Properties, Holcim Romania, Vodafone Romania, UPS Romania, OMV Petrom, Michelin Romania, John Deere – IPSO Romania and Tetra Pak Romania.
These 40 brands, highlighted through the two evaluation perspectives, come from 20 different categories, ranging from industrial products, retail, IT&C, logistics and distribution to FMCG, professional services and real estate.
In the evaluation dedicated to innovation, the highest number of mentions was received by UiPath, eMAG, Apple and Bitdefender.
Performance in both sections: eMAG, Samsung, OMV, Lidl, FAN Courier and IKEA received some of the highest ratings in both the Consumer and Business Superbrands sections.
About the Superbrands research
The Consumer Superbrands research was conducted in two stages. In April 2026, the 30 members of the Superbrands Honorary Council validated 1,935 commercial brands across 61 categories, based on the criteria of reputation, trust, quality and market differentiation. The resulting list of 1,246 brands was evaluated through online interviews conducted in June 2026 among 1,500 consumers living in urban areas in Romania.
Separately, the Honorary Council evaluated the 801 Business brands across 32 categories, with data collection for this section conducted online between May 12 and 27, 2026.
The programme will continue with the stage in which some of the eligible brands will be invited to participate in the 2026–2027 edition, “The Innovation Legacy,” and present their branding story in the Superbrands Romania Book. Participating brands will be able to use the Superbrands Stamp in their own communications and will be recognised at the Superbrands Gala, scheduled for the beginning of 2027.
About Superbrands Romania: Present in Romania since 2005, through the strategic communication and public relations agency BDR Associates, the Superbrands organization develops programmes dedicated to the Romanian market and local branding culture. The programmes carried out to date include nine Consumer Superbrands editions, in 2006, 2010, 2012, 2013, 2015, 2017, 2019, 2021, and 2024, as well as three Business Superbrands editions, in 2007, 2008, and 2024, showcasing over 410 success models in branding and communication. Over time, the Superbrands programmes in Romania have brought together more than 280 specialists and professionals in management, marketing, communication, branding, and other fields, as members of the Superbrands Honorary Council. More information about the Superbrands Romania programme is available at ro.superbrands.com.
About BDR Associates: Founded in 1995, BDR Associates is a strategic communication and public relations agency and the exclusive partner in Romania of Hill & Knowlton, part of the WPP Group, one of the largest global communications groups. BDR Associates expanded its operations to other markets starting in 2002, when it opened the first communication agency in the Republic of Moldova. BDR Associates provides strategic communication services, public affairs and crisis management, specialized training, corporate communication, branding, events, creative development, digital PR, EU projects, specific monitoring and sectoral analysis, as well as other services for multinational and entrepreneurial companies, international or non-governmental institutions, and other categories of clients. Over the years, it has developed strategic partnerships with various consulting companies across Europe and beyond, becoming a leading agency in the regional communications market. More details are available at https://www.bdr.ro/.
About Ipsos: The international group of French origin, Ipsos, is one of the largest market research companies in the world. It is listed on the Paris Stock Exchange, has nearly 20,000 employees, and operates in 90 countries. Ipsos is the largest research group present in Romania, with over 1,000 employees. In 2026, Ipsos Romania celebrates a quarter of a century since its establishment. For more information, please visit https://www.ipsos.com/ro-ro.
