Romanian brands inch up to a third of local Superbrands

Catalina Rousseau, the country manager of Superbrands Romania and President & CEO of BDR Associates, speaks about the quality of Romanian brands. How would you comment on the number of Romanian brands within this year's superbrands, and the evolution of this number over time? The percentage of brands qualified as Superbrands after the voting process and the research phase has been almost constant in the last couple of years, and this shows that the Romanian market does not face spectacular changes in its pace of development. Yet, it also shows that Romanian consumers have made big progress, that they demand quality and expect brands to keep the promises made to them and that they are quite selective and rigorous when proposing a new Romanian brand to the Superbrand status. How many domestic brands among this year's Superbrands in Romania, and how has this number evolved in time? We have noticed along the years that the Romanian brands have imposed themselves on the market with much force and creativity. If at the beginning of the Superbrands programs in Romania, back in 2005/2006 the domestic brands represented about 10 percent out of the total number of brands eligible for the Superbrands status, in the last two editions of the Consumer Superbrands the domestic brands have succeeded to win about 30 percent of votes. More and more quality has been valued by Romanian brands, therefore the consumer praises their efforts and pays respect to that. In what areas do Romanian brands need to improve in order to be considered Superbrands? There is still room for creativity and style in communicating to the public. Fine brands need style. Quality brands need high quality communication. Brands inform and educate the consumer about their values, which make the difference in a competitive market, but not always the message is an inspired one. Creativity, originality, quality of language are attributes which help a brand become admired by consumers, who will undoubtedly put the brand on the podium, if the brand shows them respect. Romanian brands make a quarter of this year’s Superbrands, German and media brand dominate ranking editor@romania-insider.com (photo source: Superbrands Romania on Facebook, copyright: Zoltan Lorencz)