The Innovation Legacy Insights | An analysis of the last six Superbrands editions reveals how consumer preferences have changed and what helps brands stay relevant over time

• In 2015, half of the 20 highest-rated brands came from the FMCG sector, compared with just four in 2026, as services and technology gained ground
• Reputation and trust are built over time, but the ability to adapt to market changes is what keeps brands relevant in the long run

What does it take for a brand to remain relevant for more than a decade? An analysis by Superbrands Romania of the programme's last six editions, covering the period 2015–2026, reveals that only 7 of the 20 highest-rated brands in 2015 are still among the highest-rated brands today. Over this period, the market has changed considerably, with services and technology gaining ground over categories that previously dominated the evaluation.

From Shelf to App: How the Landscape of Strong Brands Has Changed

In 2015, ten of the 20 highest-rated brands came from the fast-moving consumer goods (FMCG) sector. By 2026, that number had fallen to just four. The remaining 16 operate in sectors such as retail, mobility, services, technology, and oil & gas. At least half of the 20 highest-rated brands in the current edition rely on the internet or dedicated applications to deliver their products or services, reflecting the growing role of digitalisation in everyday life.

The brands achieving the highest scores across different editions offer a telling picture of this evolution. In 2017 and 2019, a courier services brand received the highest evaluation, against a backdrop of expanding e-commerce. In 2021, during the pandemic, a streaming service took the lead. In 2024, the highest-rated brand came from the payments sector, while in 2026, it was a Romanian retailer. Beyond individual brand performance, these results reflect changing consumer habits and the evolving role of different sectors in Romanians' everyday lives.

“Twenty years ago, when we introduced the Superbrands programme in Romania, the branding landscape looked very different. Today, we see not only Romanian brands competing on equal terms with international names, but also a profound shift in the way consumers relate to brands. The value of Superbrands also lies in the perspective it offers on market evolution: each edition captures the performance of brands at a particular moment, but taken together, the results show how Romania's branding culture has matured,” says Cătălina Rousseau, Founder and President of BDR Associates.

Eleven Years On: What Do Brands That Stay Relevant Have in Common?

Beyond the changing mix of sectors, the analysis also highlights the importance of continuity. In the 2026–2027 edition, 13 of the 20 highest-rated brands had also featured among the 20 highest-rated in the previous edition, while 11 had been present in 2021–2022 as well. Reputation and trust take time to build, but remaining relevant requires more than a recognisable identity: brands must continue to meet consumer expectations, even as those expectations evolve.

“The real challenge for a brand is not to be relevant today, but to remain relevant ten years from now. That does not mean doing the same things over and over again. It means staying true to your identity and the promise you make to consumers, while adapting how you respond to their needs. This is also the essence of ‘The Innovation Legacy’: building a reputation that stands the test of time without losing sight of the future,” says Ada Toni, Country Manager, Superbrands Romania.

What Worked Yesterday May Not Work Tomorrow

Not all sectors evolve at the same pace. Some benefit from technological advances and changing consumer habits, while others struggle to differentiate themselves in mature markets. For companies, the key takeaway is that an effective branding strategy must consider both a brand's own strengths and the dynamics of its market in order to identify new opportunities for differentiation.

The analysis is part of The Innovation Legacy Insights, an editorial series through which Superbrands Romania continues to explore findings from its 2026–2027 research, offering further perspectives on brand performance and market evolution. Conducted in partnership with Ipsos Romania, the Consumer Superbrands evaluation involved 1,246 brands rated by 1,500 urban consumers, following the initial selection carried out by the Superbrands Honorary Council.

Now in its 12th edition in Romania, the programme continues with preparations for Volume XII of the Superbrands Romania Book, which will feature the branding stories of participating brands, and the Superbrands Gala, expected to take place in early 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 partner in Romania of Burson/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.