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Romania50 The annual report on the most valuable and strongest Romanian brands Contents. About Brand Finance ForewordDavid Haigh, Chairman & CEO, Brand Finance Executive SummaryBrand Value & Brand Strength Analysis Brand Value Ranking15 Methodology16 Our Services23 About Brand Finance. Brand Finance is the world's leading brand We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of 'bridgingthe gap between marketing and finance'. For 25 years, wehave helped companies and organisations of all types to We quantify the financial value of brands We put 5,000 of the world’s biggest brands to the testevery year. Ranking brands across all sectors and We offer a unique combination of expertise Our teams have experience across a wide range ofdisciplines from marketing and market research, to We pride ourselves on technical credibility Brand Finance is a chartered accountancy firm regulatedby the Institute of Chartered Accountants in England andWales, and the first brand valuation consultancy to join Our experts helped craft the internationally recognisedstandards on Brand Valuation – ISO 10668 and BrandEvaluation – ISO 20671. Our methodology has beencertified by global independent auditors – Austrian Get in Touch. For business enquiries, please contact:Mihai BogdanManaging Director, Brand Finance Romaniam.bogdan@brandfinance.com linkedin.com/company/brand-finance twitter.com/brandfinance For media enquiries, please contact:Michael JosemAssociate Communications Directorm.josem@brandfinance.com facebook.com/brandfinance For all other enquiries:enquiries@brandfinance.com+40 (0)728 702 705www.brandfinance.com youtube.com/brandfinance Request your ownBrand Value Report A Brand Value Report provides acomplete breakdown of the assumptions, Each report includes expertrecommendations for growing brandvalue to drive performance and offers Visitbrandirectory.com/request-a-valuationor emailenquiries@brandfi nance.com Brandirectory.com Brandirectoryis the world’s largest database of currentand historical brand values, providing easy access toall Brand Finance rankings, reports, whitepapers, and +Browse thousands of published brand values +Track brand value, strength, and rating acrosspublications and over time +Use interactive charts to compare brand valuesacross countries, sectors, and global rankings +Purchase and instantly unlock premium data,complete brand rankings, and research Visit brandirectory.com to find out more. Brand Finance Group. Brand Finance Institute Brand Finance Institute is the educational division ofBrand Finance, whose purpose is to create and fostera professional environment for knowledge-sharing andnetworking among practitioners and experts in themarket. BFI organises events, in-company training, andcorporate educational initiatives around the world. In the Brand Dialogue Brand Dialogue is a public relations agency developingcommunications strategies to create dialogue that drivesbrand value. Brand Dialogue has over 25 years of experiencein delivering campaigns driven by research, measurement,and strategic thinking for a variety of clients, with a strong VI360 VI360 is a brand identity management consultancyworking for clients of all sizes on brand compliance, brandtransition, and brand identity management. VI360 provide Global BrandEquity Monitor Original market research on over 36 countriesand29 sectors Over100,000 respondents Visitbrandirectory.com/consumer-researchor emailenquiries@brandfi nance.com Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, tomotivate staff? All true, but for a commercial brand at least, the first answer must Huge investments are made in the design, launch, and ongoing promotion ofbrands. Given their potential financial value, this makes sense. Unfortunately, mostorganisations fail to go beyond that, missing huge opportunities to effectively makeuse of what are often their most important assets. Monitoring of brand performance David HaighChairman & CEO, As a result, marketing teams struggle to communicate the value of their work andboards then underestimate the significance of their brands to the business. Scepticalfinance teams, unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments. What marketing spend there is, can end up Brand Finance bridges the gap between marketing and finance. Our teams haveexperience across a wide range of disciplines from market research and visualidentity, to tax and accounting. We understand the importance of design, advertising, By valuing brands, we provide a mutually intelligible language for marketing andfinance teams. Marketers then have the ability to communicate the significance ofwhat they do, and boards can use the information to chart a course that maximisesprofits. Without knowing the precise, financial value of an asset, how can you knowif you are maximisi