Business Review, recognized as a Superbrand

Business Review Romania has been awarded the Superbrand diploma in the section „Guest Brands”, at last night’s Superbrands Gala, at JW Marriott Hotel. Alongide Business Review, at the same section were awarded Uber and ArtMark. The diplomas represent the confirmation that the three superbrands are remarkable on their domains of activity and has shown professionalism and creativity.

“We are honored to receive this prize. Being recognized as a Superbrand shows that Business Review has the true attributes of a brand: quality, reputation, leadership and respect for values. It is a good way to start this year which also marks 18 year on the market for Business Review,” stated Oana Molodoi, business development director at Business Review.

Arrived at the 10th year, the event celebrated a decade of existence through an anniversary edition and a new website offering an interactive digital experience. In 2005, the Superbrands Organization entered the Romanian market by selecting the strategic communication agency BDR Associates as its exclusive local partner. Superbrands is the authority internationally acknowledged as the independent evaluator offering distinctions to successful brands. The “Superbrand” status awarded by the Superbrands Organization provides strength and prestige and helps the brand stand out from its competitors.

Moreover, The Superbrands Book represents an instrument of reference regarding Romania’s potential, as well as the public interested in a market and a lifestyle dominated by criteria as such quality, differentiation and reputation. The values of a Superbrand are: creativity, consistency, honesty and kept promises towards the consumer.

Superbrands Romania 2016 awarded 25 important brands such as Ariel, Bonduelle, Borsec, Carlsberg, Castrol, Catena, DHL, FAN Courier, Gerovital, Lidl, Lufthansa, MedLife, Mobexpert, NIVEA, OMV, Orange, Pampers, Radio ZU, Raiffeisen Bank, Scotch Brite, Sensiblu, Telekom, Tuborg, UniCredit Bank, Urgent Cargus and were presented by Norbert Lux, general manager of Superbrands Germany and Maxim Behar, president of ICCO (International Communications Consultancy Organization).

The „Honorary recognition” trophy, titled at this edition „Most Admired Business Personality in Romania”, was received by Steven van Groningen, president and CEO of Raiffeisen Bank.

Other special awards were given to DHL – for the performance on being present in all of the Superbrands Romania editions, to Procter & Gamble – for being able to maintain the highest position for its brands Pampers and Ariel in some consecutive programs, but also for having the highest number of brands in Top 15 during all the Superbrands editions in Romania, and to Telekom – for the successful emergence of its culture and branding in the public’s mind and hearts, in a record time after its entering on the Romanian market.

The Top 10 Superbrands in 2015 are:

1. Ariel
2. Pampers
3. Mercedes-Benz
4. Banca Transilvania
5. Gilette
6. Facebook
7. Dr.Oetker
8. Persil
9. Milka
10. BRD Groupe Societe Generale

In figures, 10 years of Superbrands Romania brought 5 Consumer Superbrands editions and 2 Business Superbrands editions, 250 success stories shared by brands via the project’s signature-books and 96 top experts, from various sectors, voluntarily joining the Superbrands Council.

In the last 5 years, in the Consumer Superbrands programme, the top 5 categories generating most Superbrands were Electric & Electronic Equipment, Food, Automotive, Personal Care and Home Care, versus Healthcare, Home Decorations, Travel Agencies, Oil & Gas and Cosmetics, with the fewest titles awarded.

In the same time span, #1 Superbrand came from completely different categories, from Technology (Google – 2010-2011), Mineral waters (Borsec – 2011-2012), Baby products (Pampers – 2013-2014) and Home Care (Ariel – 2015-2016). The transition from Technology to Home Care suggests that, for Romanian consumers, providing for the family’s basic needs has become a priority given the challenging financial context, with hobbies and refurbishing going in the background.

The most consistent brands to keep their Superbrand status in Romania and their presence in the Superbrands book include DHL, Orange, BCR, J.W.Marriott, Avon, Coca Cola, Sensiblu, Germanos, Raiffeisen Bank and Borsec. As for the constant presence in Top 15, the leaders are the German automotive manufacturers BMW and Mercedes with 3 editions each, followed by Ariel, Pampers and Gillette with 2 editions each. The performances obtained by these companies prove their ambition to reinvent themselves and adapt to new standards, a sustainable vision for the future and, last but not least, a communication policy defined by transparency and promises kept in relation with the consumer.

The Superbrands programme also offers an in-depth analysis of how the cultural perspective has evolved, using market research. The reshaped values pyramid and consumer’s higher interest in Romanian brands are reflected in the number of companies recognized as Superbrand. In the past 10 years, the percentage of local brands distinguished with the “Superbrand” title increased from 20% to 30%, with the highest share in the 2015 edition, where 84 Romanian brands were validated as Superbrand ─ totalling 29% as compared to only 20% in 2013-2014. Amongst the most appreciated and admired by the Romanian consumers are brands such as Borsec, Catena, Gerovital, Mobexpert and Medlife.

Digitalization and the variety of sources of information has determined Romanian consumers to go for adaptable brands, able to meet their expectations in terms of easy access, transparency and interactivity. As such, the landscape is quickly being reshaped by e-commerce, a sector where brands build their increasingly attractive multi-media experiences. This is how some large and dynamic companies in fashion (H&M), DYI (Dedeman) or eMag, a leader in on-line commerce, made their way to the top 15 Romanian Superbrands.

“The unilateral communication belonging to the 20thcentury has been replaced by what we could easily call “no place you can hide”. More and more aware of their power wielded mainly though social media, nowadays consumers have extremely high expectations as far as transparency and quality standards are concerned. It is not enough to simply be there, you have to make your brand story heard. Regardless of the activity sector, the consumer is interested in learning who you really are beyond an advertising campaign and what you can do to actually improve their quality of life. The road towards the Superbrand status always begins with gaining consumer trust, while broken promises are always sanctioned by consumers,” said Catalina Rousseau, country manager of Superbrands Romania.

The Superbrands organization operates in over 100 countries in the world, stimulating for over 20 years the development of local markets through specialized branding programmes and by publishing the Superbrands volumes that honour brands’ reputation, as well as the communication industry of each country.

Romanita Oprea

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