These brands were selected according to criteria such as Reputation and Prestige (Coca Cola HBC Romania), Quality (Mercedes Benz), Confidence (JW Marriott Grand Hotel) and Differentiating on the Market (Orange Romania). In order to discover models of branding on the local market, a preliminary list of 928 brands divided into 34 categories was considered. The 21 members that make up the Business Superbrands Council evaluated the brands based on the above criteria.
At the end of the evaluation process, 30 percent of the brands became eligible for the status of Business Superbrand in Romania.
A profile of the local market would require that all the brands that are eligible for the status of Business Superbrands and are representative of the Romanian business landscape should be invited to take part in the making of the third volume of Superbrands Romania which bears a message about the local business community in almost 100 countries where the Superbrands publications are distributed. This year, Superbrands Romania carried out for the first time, with the support of Nielsen, a study on the topic
“What Makes a Business a Superbrand in Romania?” The brands that obtained the highest scores from the jury were submitted to a study in which respondents – top managers, practitioners and experts in marketing, branding and communication – were asked to offer examples of Business Superbrands in Romania. Superbrands is a program developed in Romania by the agency of strategic communication BDR Associates.