What are the most loved brands among Romanians in 2015? · What are the most loved brands among...
Transcript of What are the most loved brands among Romanians in 2015? · What are the most loved brands among...
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360Emotional branding
What are the most loved brands among Romanians in 2015?
360insights has launched the 4th wave of Emotional Branding, identifying those brands that have
strengthened their emotional ties with Romanian consumers, as well as those that have losen theirs.
The study is theoretically based on the 10 branding laws developed by Marc Gobe, a marketing visionary
who talks about the fact that a brand need to fully know its audience, to understand not only the
consumer and the buyer, but also the man behind it with all its characteristics, needs, aspirations and only
then to size its products and services, adapting them to its audience.
The year’s Emotional Branding top includes nearly 400 brands from 13 different product categories and
services. We are witnessing spectacular escalations in the top, but also descends, the rankings mirroring
the brands evolution in recent years.
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Sweets
As every year, Milka is the detached
occupant of the 1st position, constant
innovation being the key ingredient in its
successful story.
Producer Fererro enjoys one of the most
beautiful developments. Besides Kinder, we
also find in the top 10 brands Raffaello,
Nutella and Fererro Rocher, all showing
notable increases. Brands have different
territories, but their point of parity is the
refined personality that makes them distinct
in the crowd ("If the brand would be a
person, then it would be a special person").
Even if it is in a slightly decline, Romanians
continue to love Poiana (4th place), as well as
the emblematic ROM (7th place).
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Salty snacks
The ranking is led by the chips brands Lay's
and Chio. While Lay's earns its fans with its
dynamism and memorable commercials,
Chio is appreciated for innovations and
manages to create a loyal audience, keeping
the competition tight between Lay’s and
Chio.
Nutline and 7Days (Bakerolls, Pizetti) occupy
the 4th and 5th place and are in a slight
decline due to the chips soar in the rankings.
Nutline wins the relevance law (“It’s my type
of brand"), while 7Days dominates the
territory of innovation, most likely helped by
the umbrella brand strength, corroborating
the innovations in the snack segment with
those in the sweets segment.
Toortizi, the new brand introduced in the
ranking, goes directly to the 6th position.
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Food products
The food category appears to be the most
dynamic one, with many overturns. The only
constant evolution in the top 10 belongs to
the leader, Hochland.
Dr. Oetker is on 2nd place, climbing 3
positions, while Covalact has a spectacular
climb of 10 positions.
As every year, dairy category dominates the
top, and besides those already mentioned,
we find Napolact and Delaco on the 4th and
5th position.
Taking into consideration a highly fluctuating
evolution over time, an important ascend is
registered by Matache Macelarul, who
arrives directly on stage 9 (after the first
years of the study, has never managed to
enter the top 10).
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NA drinks
Like every year, the start of the top is given
by the duel Coca-Cola vs Pepsi.
Fanta continues the ranking, occupying the
3rd position, same as the previous wave,
being the most beloved brand of fruit-
flavored carbonated juices, governed by its
commercials and the young spirit.
The top representatives from bottled water
segment remain Borsec (4thplace) and Dorna
(6th place) swapping position this year in
Borsec's favor, raising a place, while Dorna
descends two positions. Another successful
story in this territory is that of the Aqua
Carpatica, which started in 2011 in the 27th
place and now it occupies the 11th position
in the ranking.
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Beer and cider
In the 4th wave of the Emotional Branding
study, the beer category was expanded with
the new player on the alcoholic beverage
market - cider. The new drink was welcomed
by the Romanians and it quickly gained
appreciation, already reaching the top 10 of
this category.
However, it isn’t appearing any change
among the top 3 beer brands - Timisoreana,
Ursus and Heineken.
On an upward trend from the past wave, we
see the Tuborg and Carlsberg ranked in
positions 4 and respectively 9.
Redd's is on the 5th place, while Strongbow
and Somersby are launched directly in the
top, on 6th and respectively 10th place.
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Coffe
Jacobs is the one to start the rankings,
maintaining its position as leader in the top
since 2011.
Tchibo and Lavazza are the next on the
podium, both in slightly ascent, reversing
positions with Doncafe and Nescafe, which
are now on the 4th and 5th place. Jacobs,
Tchibo, Doncafe and Nescafe are all strongly
supported by the law of communication, the
one that speaks about relevant and
memorable commercials. Lavazza, on the
other hand, is associated with the law of
preference and recommendation, revealing
somewhat its aspiring character.
New in the rankings, Starbucks goes straight
to the 6th place, tempting its consumers with
more than just coffee and offering a full
experience.
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Personal care
The Romanians are quite constant in time in
declaring their attachment to personal care
brands. Dove seems to made its way up
slowly but confidently to the 1st position in
the ranking, reconfirming its strong
emotional positioning, governing the
attachment law ("I Love This Brand").
Next in the ranking are Nivea, Gilette, Adidas
and Colgate.
Avon continues to grow in the rankings and
reaches this year the 6th place.
The brands with Romanian resonance –
Elmiplant, Farmec and Gerovital - manage to
get emotionally close to consumers and join
the top 10, recording impressive climbs in
the rankings.
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HH care products
The P&G producer dominates the podium
with 3 brands: Ariel, Fairy and Lenor, while the
competitor, Unilever, proposes another series
of brands that the Romanian audience loves:
Cif which maintains its 4th place, Dero and
Domestos, each climbing 2 steps getting to the
5th place, respectively 7th place. Coccolino, on
the other hand, loses some ground and gets
on 9th place.
Persil records the highest climb in the top of
the rankings, reaching this year the 6th place.
Zewa has a steady performance over the past
wave and retains its position on the 8th place
in the virtue of the innovations that it presents
to the public. Vanish finishes top 10.
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Telecom
On the telecommunications market, the
struggle of earning the Romanians
appreciation remains very tight given the
low number of competitors. To the three top
leaders committed in the Emotional
Branding, Orange, Vodafone and RCS & RDS
joins in the fall of 2014 another player,
Telekom – occupying the 4th place.
Orange remains in the front position by
attracting consumers with its commercials,
but also by its strong personality. Vodafone
secondly follows it in the ranking,
highlighting itself as a friend-brand, loved by
its customers.
RCS & RDS is also ranked this year in the 3rd
place, while Digi Mobil, the mobile phone
brand from the same portfolio, ranks 5th.
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Financial
BRD and BCR, the two banks that have
already established themselves in their
leading positions, remain in the top two
places, but they swap by placing BRD as a
leader.
ING maintains its 3rd position, but it is
getting more closer than ever to its
competitors. What propels the brand is the
power of innovation, but also the ability to
come up with products and services adapted
to the public that they are addressing. Banca
Transilvania and Raiffeisen Bank also remain
still in the ranking.
NN managed to enter Emotional Branding
Top directly on the 6th position, while
UniCredit Bank and Alpha Bank climb (+4
positions, + 1 position), restoring themselves
to the top 10.
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Electro & appliances
Samsung maintains its supremacy this year
too as the detached leader of this category,
appreciated for the perpetual power of
innovation. Its direct opponent, Apple,
climbs two levels in the rankings, playing in
the same territory of innovation.
The occupant of the 3rd place, Philips, climbs
two positions over the last wave, while
Nokia occupies the 5th place and loses two
more positions, continuing to slowly decline
(Nokia ranked 1st place in 2011).
On the 5th place we find the Nikon, which
records an important climb of 13 position.
Nikon, together with Cannon (+9 positions
and reaches the 12th place) have notable
increases, probably indicating an increasing
atraction of the Romanians to the art of
photography.
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Auto
Like in every year, at the top of the podium
we find German premium brands,
demonstrating that this is a category of the
aspirationals.
BMW is ranked 1st, being associated with
one of the strongest branding laws - "I love
this brand". Audi maintains its 2nd position
and attracts the Romanians with
innovation. Volkswagen falls two places,
occupying the 3rd position of the podium.
Dacia, the representative brand of
Romania among the cars, occupies the 5th
place and it is the first brand to be
highlighted after the dominance of the
German brands.
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360Emotional brandingRetail
Lidl is one example of success stories, which
not only maintains itself in the first positions
of the top, but also enjoys a beautiful
evolution from the last years. At the end of
2011 it ranks the 5th position , but now we
find Lidl in the front position.
eMag takes the lead and reaches the 4th
place, climbing 3 positions.
The top continues with three successful
stories and with high escalations of the
rankings. Ikea occupies the 6th place and
rises 4 positions, Dedeman occupies the 7th
place, climbing 4 positions too, and Altex
reaches the 8th place, with a spectacular
climb of 8 positions.
The only two players who have left the top
10 are Cora, which reaches the 11th place,
and also Domo reaching the 20th position.
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360Emotional branding
Metodologia studiului
360Emotional Branding study was conducted using CAWI methodology (online interviews) run on a sample
of 600 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