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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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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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360Emotional branding

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 office@360insights.eu or +40 21 527 0101