Romania’s top 50 brands worth EUR 5 billion; Dacia holds first place as state-owned brands see fast decline in value

Anca Alexe 13/06/2019 | 08:02

An annual report on the most valuable brands in Romania, conducted by Brand Finance, has found that in 2019, the country’s top 50 brands are worth a combined total of EUR 5 billion, and that they create value four times faster than the overall Romanian economy.

The report shows that 60 percent of the top 50 brands in Romania have been created by the private sector in the past 30 years. State-owned brands have been losing value and sliding down the table, while sectors like retail, banking and oil & gas have been doing very well.

Dacia remains at the top of the ranking for the third year in a row, with a brand value of EUR 1.3 billion, up 6 percent from 2018. It is also one of the few Romanian brands included in global league tables, ranking 59th in Brand Finance Auto 100 2019.

The aggregate value of the top 50 brands has increased 17 percent since last year to EUR 5 billion, a much faster rise than the 4.1 percent annual growth of the Romanian economy in 2018.

The top 10 brands have all recorded growth in brand value with the exception of Electrica, which fell 8 percent to EUR 101 million, sliding one position to 10th place. BCR dropped out of the top 10 after a 6 percent decrease.

Here are the top 10 brands by value and how they’ve developed since 2018:

  1. Dacia – EUR 1.32 billion (+6.2 percent)
  2. eMAG – EUR 584 million (+27.5 percent)
  3. Dedeman – EUR 405 million (+33.5 percent)
  4. Petrom – EUR 289 million (+48.9 percent)
  5. Banca Transilvania – EUR 208 million (+40.9 percent) – up from 6th place
  6. DIGI/RCS&RDS – EUR 203 million (+9.5 percent) – down from 5th place
  7. BRD – EUR 158 million (+41.6 percent) – up from 8th place
  8. Bitdefender – EUR 128 million (+8.2 percent) – down from 7th place
  9. Rompetrol – EUR 111 million (+44 percent) – up from 11th place
  10. Electrica SA – EUR 101 million (-7.7 percent) – down from 9th place

State-owned brands like CFR, Tarom or TVR (the latter exited the top 50 this year) have all seen their value diminish at 20 percent or more per year.

“While not reflected in the balance sheet, the neglect of brand translates into lower morale and diminishing relevance, which ultimately eats into economic performance and business value,” the report reads.

New entries into the top 50 list this year were Aquila, Romstal, Boromir, Oscar, Cocorico, and Ciuc.

The most valuable brand portfolios

Next to analysing individual brands, Brand Finance Romania 50 study also ranked the 10 most valuable portfolios of brands, calculated for businesses that deploy more than one brand into the market. These portfolios encompass over 40 well-known local brands, the most valuable of which are also featured individually in the main top 50 ranking.

Top 10 most valuable portfolios (all kept the same ranking as last year, with an average brand growth of 22 percent):

  1. Ursus Breweries – EUR 176 million
  2. Altex – EUR 124 million
  3. Heineken – EUR 87 million
  4. Transavia – EUR 60 million
  5. Cris-Tim – EUR 61 million
  6. Bergenbier – EUR 45 million
  7. Farmec – EUR 33 million
  8. Romaqua Group/Borsec – EUR 29 million
  9. Albalact – EUR 26 million
  10. Vel Pitar – EUR 24 million

 

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