Kantar Romania made the list of the strongest brands according to consumer perceptions – Biz Magazine

During the event “The Code for Clarity – How to Succeed with Your Brand“, Kantar Romania presented the top 30 most powerful brands according to consumer perceptions.

Samsung, the number one brand in the study, recorded the highest brand equity of all 100 brands evaluated, 3 times higher than the average in the category of electronic products (eg TVs, tablets, monitors, audio systems, etc. ) and with the highest index against its category average among all 100 brands measured.

“The recognition from Kantar and the designation of Samsung as the most powerful brand among the 100 reviewed, is a confirmation that our strategy of putting consumers at the center of everything we do is delivering valuable results. Every product or service we launch is backed by feedback from the people who use it, about how we can add value to their lives. In the same way, any campaign we run is based on the impact on consumers and the emotional connections we want to build,” he said. Simona PanaitHead of Marketing Samsung Romania.

The ranking was compiled based on the same model (MDf – Meaningfully Different Framework) which is used by the company every year, when making the BrandZ ranking of the 100 most valuable brands globally. Unlike the global ranking, the one made by Kantar Romania does not include data on the financial value of the brands, but only the value perceived by Romanians and covers only 8 categories in the market.

“The hyper-fragmentation of media channels, touchpoints with consumers and the multiple anxieties they are going through in recent years, makes it critical for brands to have as much clarity as possible, to find and follow a red thread, in everything I do,” he says Carmen PatrascuManaging Director Kantar Romania.

“Brand equity is a crucial factor in a company’s success, as it contributes to sales growth and provides protection against price-cutting pressure in difficult times,” he pointed out. Madalin VladuSenior Director, Brand Lead at Kantar Romania.

“Furthermore, our analysis showed that brands that have a clearer positioning in the minds of consumers help both to achieve a higher level of brand equity and in the market, having a larger base of consumers who have recently purchased them and a better retention capacity”.

The analysis highlighted the essential role of brand equity in supporting higher prices, a Premium positioning. 40% of the brands analyzed by Kantar Romania have difficulties, in the sense that they are either seen as a simple product (commodity), either at risk of eroding profit margins or simply seen as too expensive for what they offer.

Kantar experts have shown that brands that rely excessively on promotions and price reductions will find it difficult to return to a previous price level once purchasing power returns. Thus, it is critical that they invest in brand perceptions to be able to justify choosing not to cut the price or charge a higher price.

“Following our analysis on the global basis of BrandZ, it emerged that even those consumers who choose based on price, pay more for those brands that they identify as different, in a way relevant to their needs. The data shows that they pay 14% more. And these are the people who say that brands don’t matter to them at all and that they always choose price!” he says Geoffrey FerlayDirector Offer & Commercial Planning Kantar North and Eastern Europe.

According to the analysis Kantar Romaniaamong the analyzed brands, the ones that manage to best justify their price positioning are: Samsung, Jack Daniel’s, Revolut, Ferrero Rocher, Angelli, Lavazza, Apple, Raffaelo, eMAG and Milk.

Brands with high emotional clarity have a well-defined brand image and are very consistent in tone and messaging, which makes them resonate more easily with target audiences and encourages brand attachment.

“Emotional clarity is a key driver of brand equity because it helps create a strong emotional connection between the brand and the consumer,” said Flavia BobaAccount Director, Brand Strategy Lead at Kantar Romania.

“Our analysis shows that brands with high emotional clarity have a better understanding of the emotions they convey to people. This enables them to create impactful marketing campaigns and build sustainable brand differentiation.”

During the presentations, the Kantar consultants highlighted the role that advertisements play in achieving clarity of brand positioning or in order to get the most out of a communication campaign.

“Advertising plays a vital role in building brand equity because it helps convey a brand’s unique value proposition and differentiate it from competitors, ultimately leading to improved brand performance and increased brand equity,” said Andra ConstantinescuSenior Director, Creative Lead at Kantar Romania.

“The multiple studies we do consistently show that brands that have campaigns with clear messaging and brand role within them, and that are consistent over time, manage to have greater impact and contribute more to increasing brand value. “