Banca Transilvania has the strongest banking brand in Romania from the top brands with the strongest brand capital, created by Kantar.
Banca Transilvania positioned itself on 8th place in the Top 30 The strongest brands in Romania, made by Kantar, first place in the Banks category.
The hierarchy was based on the same model, MDf, used to create the annual BrandZ top 100 most valuable brands globally. 1st place was awarded by Samsung, evaluated in the category of electronic products.
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.
Source: Kantar
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.
At the opening of the sessions, Carmen Pătrașcu, Managing Director of Kantar Romania, pointed out that it is an extremely challenging context for brands. They must take into account that turbulence is permanent: be it sanitary, macro-economic and geo-political or military. At the same time, brands need to reach consumers as efficiently and as relevantly as possible, navigating a hyper-fragmented media and touchpoint landscape.
“Brand equity is a crucial factor in a company’s success, as it contributes to sales growth and provides protection against downward pressure in difficult times. In addition, 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,” said Mădălin Vladu, Senior Director, Brand Lead at Kantar Romania.
The analysis highlighted the essential role of brand equity in supporting higher prices, a Premium positioning. 40% of the analyzed brands have difficulties, in the sense that they are either seen as a simple product (commodity), or that they are at risk of eroding the profit margin or are simply seen as too expensive for what they offer.
Experts have shown that brands that rely excessively on promotions and price cuts will have difficulty returning 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.
