most loved brands among romanians in 2016 - … · most loved brands among romanians in 2016 ......
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360Emotional branding
Most loved brands among Romanians in 2016
The 5th edition of the Emotional Branding Top was successfully launched by 360insights, the study being of
great interest, as it examines the emotional bond established between consumers and the various brands
of goods and services present in the market.
The research model developed by 360insights and used to create this ranking is based on the vision of
Marc Gobé, who considered that the consumer-brand relationship is based on 10 laws: relevance,
experience, trust, preference, love, personality, innovation, commercials, recommendation and
relationship.
Emotional Branding Top includes this year 361 brands from 12 different categories, covering a wide range
of domains, from FMGC and financial or telecom services to automotive or IT domain.
Thus, it is easy to understand why Emotional Branding can really be considered the barometer of success
for the brands in the market!
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360Emotional branding
Telecom
In the telecommunications market, although
few in number, players are active and
interested in investing in marketing, which
helps them preserve their positions.
First places in ranking are occupied by the
same players: Orange, Vodafone, RCS & RDS
and Telekom.
Innovation is a common ground for Orange,
Vodafone and Telekom, all three being
appreciated for being able to bring new
things to the market, while RCS & RDS gains
thanks to its familiar touch that it evokes,
being associated with a close and
trustworthy friend.
The ranking is completed by Digi Mobil and
UPC.
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Electronics and appliances
The leader with tradition is Samsung, which
manages through the power of innovation to
constantly reinvent itself and gain the hearts
of the Romanians.
Apple is also supported by the law of
innovation, but comes from a more aspiring
area. It is described by the Romanians as a
special brand, that succeeds to create
special experiences.
Philips manages to reach the 2nd position in
the ranking, swapping places with Apple,
while Whirpool reaches the 4th position.
If in 2011 Nokia was the first in the
Emotional Branding top, now this brand can
be found only on the 5th position.
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Auto
In the auto category, Audi, Volkswagen and
BMW lead the podium, but they swap places
between them. Audi and Volkswagen, each
climbs one position, while BMW looses 2
positions, reaching 3rd place.
If Audi and BMW are the aspirational
brands, regarded with admiration,
Volkswagen is the popular brand, gaining its
place in the ranking with the help of the
"preference" law.
Dacia preserves its 5th place, being a brand
close to the Romanian soul, appreciated for
local success, but also for the way it has
renowned over the country's borders, being
an example of Romanian success.
From the same umbrella company, Renault
ranks 6th, gaining 3 positions compared to
previous year.
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Financial
In the financial services category, BCR is
again the leader, followed by ING and Banca
Transilvania, all gaining one position
compared with last year. The switch was
made in favor of BRD, which lowered three
positions and now reaches the 4th place.
BCR gains through adaptability,
understanding the needs of its audience and
offering relevant and personalized services.
In the second part of the ranking, we find
Unicredit, Alpha Bank and Bancpost, all in
ascension versus last year. NN is dropping -
if immediately after its launch, it occupied
the 6th place, now it is ranked on the 10th
place, losing the area of memorable
commercials, but remaining in the area of
innovation.
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Food
This category is lead like every year, by the
dairy brands, as from the 10 occupants of
the ranking, 7 are coming from this sector.
One of the most eloquent successful stories
is the one of Delaco, now ranked 4th ,
recording in time one of the biggest jumps
in the top (+23 positions vs. 2011).
Napolact and Covalact, from the 2nd and 3rd
place, are two other brands that enjoy a
beautiful evolution over time. Napolact
capitalizes on the image of close friend,
while Covalact capitalizes on its commercials
and the quality of his products.
Going out of the dairy area, we find in top
10 brands Dr. Oetker, Cris-Tim and Bunatati
de la Bunica.
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Beer and cider
Like every year, Timisoreana ranks first,
followed by Ursus.
The third brand of the Ursus Breweries
portfolio appearing in top 10 is Ciucas,
ranked the 6th, after an impressive leap of 10
positions compared to previous year.
Another important presence in the ranking,
is that of Heineken producer, occupying 3
positions in top 10 with Heineken (3rd), Ciuc
(5th) and Strongbow (7th).
Tuborg remains constant on the 4th position,
while Bergenbier regains its territory,
reaching the 8th position after gaining 6
places.
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360Emotional branding
NA drinks
Like every year, the Coca-Cola and Pepsi duel
starts the rankings, as they occupy the first
two positions.
Coca-Cola is a brand admired by the general
public, strongly associated with the law that
says "I love this brand.“, but Pepsi holds the
preference law.
Fanta then occupies the 3rd position in the
ranking, being identified by the Romanians
with the power of continuous innovation,
while the 4th place is attributed to Dorna
water brand, described as a symbol of
stability and trust.
The ranking in this category is quite stable
overall, with the exception of two amazing
evolutions: Sprite and Cappy returning to
the top 10 on the 7th and 8th place.
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Coffee
Jacobs remains the unquestionable leader
every year, being a brand about which
Romanians say they just love.
The ranking is continued by Lavazza, the
brand from the aspirational area which had
constant increasings every year and now
stands in the 2nd position, compared to 5th
place in 2011.
Tchibo follows with a close score, gaining the
affection of the Romanians with its new
ideas, that capture the public and determine
it to prefer it into the detriment of other
brands - the law of innovation and the law of
preference.
With a remarkable dynamic are the brands
Amigo and Fortuna, earning 5 and
respectively 8 positions, compared to
previous year, and they are now listed in top
10.
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Sweets
In the sweets category, Mondelez dominates
the ranking, with 3 representatives in top
10: Milka, Poiana and Oreo.
Milka gives the tone in the ranking, holding
the absolute leader position, far away from
the rest of the competitors. The key of
Milka's success is innovation, the constant
expansion of product assortments, but also
a growing range of flavors and combinations.
From the Nestle portfolio, Joe remains in top
10, with an upward trend this wave, as it
recovers the position lost a year ago. Joe is
described as a trustworthy brand, built on
the pattern of the Romanians, looking more
"seated" than it was in previous years.
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360Emotional branding
Salty snacks
Lay's remains the leader of the category,
with commercials and innovation as the
hallmarks of the brand.
The next in line is Chio, associated with the
recommendation law - "I always have to say
good things about this brand."
Nutline remains the 3rd in the top, managing
to offer the Romanians the image of a close
friend, while the occupant of the 4th place
place is Tuc, the brand that manages to stir
the curiosity, possibly from the fact that it is
a "salty" biscuit and not as sweet as we are
used to.
The most spectacular ascension is Croco's,
which has a spectacular comeback and
reaches 5th place.
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Personal care
In personal care, the category leaders
remain Dove and Nivea, whose struggle
remains very tight, both registering a very
close Emotional Branding Index, 43 vs. 42.
Colgate, one of the first players entered on
the Romanian care products market, proves
to be constant in the appreciation of the
Romanians and now occupies the 3rd place
in the top.
Even if it's a category loved more by women,
men also chose brands to represent them in
top, such as Gilette, Head&Shoulders,
Adidas or STR8.
Sephora, for the first time present in the
Emotional Branding top, is straightly ranked
on the 9th position.
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Retail
First places of the ranking are occupied by
retailers selling consumer products
(hypermarkets, supermarkets and
discounters), but in top 10 enter also three
competitors from other retail sectors -
eMAG as a representative of e-commerce,
Dedeman from the DYI area and Ikea from
the furniture area.
Overall, the retailers' ranking is quite
constant compared to the previous year,
with only minor changes inside the top, the
only exceptions being the ascent of Profi,
Cora's re-entry and the exit from the top of
Altex and Penny Market.
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360Emotional branding
Metodologia studiului
360Emotional Branding study was conducted using F2F methodology (face 2 face interviews) run on a
sample of 650 persons, men and women, aged between 16 – 54 y.o.. The study is representative for the
urban area, for cities above 50.000 inhabitants.
About 360insights
360insights is a full-service marketing research consultancy passionate about helping companies to make
the right decisions in order to grow their brands and business . Founded in 2008, 360insights came to be
the biggest independent research agency in Romania.
In its evolution, 360insights has been defined on the market as a customer oriented company, working
through time with companies in various fields and industries such as FMCG, Telecom, Automotive,
Financial, Pharmaceutical Industry, Media, Real Estate, Human Resources, Social marketing.
Contact: For more details, please contact us at [email protected] or +40 21 527 0101