360insights made public Emotional Branding study, an analysis that ranks the favourite brands for Romanian consumers and that includes both international and local brands, such as Danone, Milka, Jacobs, Coca-Cola, Timisoreana, Mc Donald’s, Carrefour, Nivea, Ariel, Orange, Nokia, Volkswagen, BCR and Google, as Mediafax informs.
The study covered more categories of independent products and services, each brand representing the category it is included in.
To make Emotional Branding rankinds, 360insights took in consideration the relation brands managed to develop with their clients.
When it is about food, the study ranks on the first places Danone, Activia, Hochland and Milli in dairies, Cris-Tim, Campofrio and Caroli for processed meet products, Knorr and Maggi as food base and Dr. Oetker as main enhancement for bakery.
Moreover, dairies occupy the 1st positions in the food top, which shows Romanians are found of these products.
Sweets are another category that fights for the top places in rankings, both in the competition between brands and in the one between sub-categories. The top includes chocolate brands, wafers, croissants, bars and chewing gum. In this classament, the 1st three position are occupied by Milka, Orbit and Poiana.
Although the coffee market is less crowded, with a smaller number of players, here the fight between competitors is more intense, with Jacobs on the 1st position, followed by Nescafe and Doncafe.
For non-alcoholic drinks, Coca-Cola and Pepsi occupied the top positions, followed by Prigat, Nestea and Fanta, together with the Romanian water brands Borsec and Dorna.
A steep competition is visible when it comes of beer brands, as this market segment is a very busy one. Timisoreana is on the 1st place, followed by Heineken, Tuborg, Bergenbier and Golden Brau.
Similar to beer rankings, alcoholic drinks ranks 1st Cotnari (Romanian wine brand), JB, Jack Daniels (Whisky) and Murfatlar (wine), while the brand that occupies 5th place is Angelli, a brand most favourited by women.
When it comes of restaurants, Mc Donald’s, KFC and Pizza Hut are top 3, followed by La Mama (Romanian brand) and Starbucks. Mc Donald’s is favourite for young people aged up to 24 y.o., while KFC and Pizza Hut have supporters among the mentioned category and adults uptil 34 y.o.
The study also gave attention to store chains and the top in this domain is headed by Carrefour, followed by Kaufland, Real, Auchan and Lidl.
When it comes of personal care, Nivea, Gilette and Dove are the most sucessfull brands. Another market phenomena is Avon, on 6th place in top and that represents a pretty serious competition for other brands because it offers users comfort in acquisition, a large pallet of products and accesible prices.
Cleaning and house care products are dominated by washing powder, with Ariel toping the rankings, followed by clothes balm Cocolino, then Cif, Lenor and Domestos.
Among telecom services, Orange and Vodafone are on the top 2 positions, followed by Cosmote, RDS&RCS and Romtelecom.
Among electronics and appliances, telephony is again on 1st place, with Nokia taking the top place. Mature consumers is consequent and faithfull to this brand, while youth is an Apple fan. Samsung is ranked 2nd in this top, being a brand that wins more and more Romanian fans. Next in line there are Philips, Arctic and Whirlpool.
Competition is tought also on the auto market, with Volkswagen being the favourite brand, followed by BMW, Audi, Mercedes and Dacia.
When it comes about banking, BCR and BRD are the preferred banks, followed by ING and Raiffeisen.
Speaking of online, Google and Yahoo are occupying top 2 positions, followed by Youtube and Facebook.
360insights study analysed over 440 brands in 17 generic product categories. The research is representative at Romania’s urban level (towns with over 50,000 inhabitants) and was made through face to face interviews, with data colected through CAPI method – personal interviews assisted by computer. The research sample included 640 people, with ages of 16 to 54 y.o.