Auto brand Dacia is the most valuable Romanian brand in 2017, and the only one exceeding EUR1 billion. „Dacia is a solid, popular brand and it actually was the only auto brand that could be bought in Romania until 1989. Its acquisition by Renault in 1999 marked a revival of the brand and Dacia currently is the second largest brand in Renault’s portfolio in terms of sales, with 90% of production being sold in 34 countries,” the study shows.
As regards the industries included in the ranking, except the “auto” category, which is entirely singular, the retail sector distinguishes itself through ten brands worth over EUR796 million. The most valuable of the ten brands are the e-commerce platform eMAG and retailer Dedeman.
eMAG, which currently is the second most valuable Romanian brand, being worth EUR361 million, was established by three entrepreneurs in 2001, in an apartment – the local equivalent of a “garage” in Silicon Valley. Fueled by investments of global fund Naspers, which, in the meantime, became its majority shareholder, eMAG has grown exponentially to become the biggest online retailer in Romania.
The third most valuable Romanian brand, Dedeman, excelled in a rather traditional business model of stores selling building materials and interior design items – but it capitalized on the modern home design trends, the do-it-yourself (DIY) type of business and modern trade (cash & carry). Worth EUR206 million, it also is the most valuable 100% Romanian-held brand. The brand’s growth is also due to a perseverant extension of the national network – even during the economic crisis – overtaking strong international competitors and becoming an uncontested market leader.
Telecom operator Digi (RCS&RDS) ranks fifth, being worth EUR150 million, also is the most valuable telecom brand – with significant market shares on the fixed and mobile telephony, internet, data and cable television segments, in Romania and Hungary, as well as in Italy and Spain, where the company serves large communities of Romanians. The brand grew both organically and through mergers and acquisitions. The company had a discreet public presence until its recent listing on the Bucharest Stock Exchange.
Bitdefender, worth EUR112 million and ranked 7th, is the most valuable technology brand in Romania. The antivirus software brand saw strong growth, being fueled by a global need for protection in the era of digital revolution. Constantly rated the best antivirus solution in international rankings, the Bitdefender solutions reach hundreds of millions of users worldwide, with large growth potential in Europe and the USA.
New brands like eMAG, Dedeman, Digi, Bitdefender and Tiriac – created and developed by entrepreneurs over the last 28 years– hold more than half of the spots in the Brand Finance Romania 50 ranking, generating a total value of over EUR1.5 billion.
Other valuable brands boast a long history, of more than a century, and some of them are still owned by the state. Unfortunately, such brands so important for the people – such as airline Tarom or railway company CFR – are neglected by the state, their owner, despite their great potential. Nevertheless, the brand CEC Bank, valued at EUR56 million, is a notable exception.
Bank brands represent a strong sector in the Brand Finance Romania 50 study, and three of them rank among the top ten brands. Banca Transilvania, ranked sixth, is the most valuable Romanian bank brand, valued at EUR130 million, while BCR and BRD, valued at EUR111 and EUR103 million, respectively, place eighth and ninth. Banca Transilvania, established by several entrepreneurs in the heart of Transylvania, in 1993, currently is the second largest bank in Romania by assets.
Besides analysing individual brands, Brand Finance also included in the study the ten most valuable brand portfolios, valued for those companies exploiting more than one brand on the market. These ten portfolios presented include over 40 famous local brands, of which the most valuable were included individually in the Romania 50 2017 ranking. Thus, Ursus Breweries boasts the local most valuable multi-brand portfolio, valued at EUR115 million.
Independent branded business valuation and strategy consultancy Brand Finance is valuing global and national brands. The most valuable Romanian brands in 2017 are included in the Brand Finance Romania 50 report.