Romanian brand Borsec ranks first in the Consumer Superbrands 2011-2012 program in Romania, according to the study conducted by Superbrands Romania, in collaboration with Nielsen Romania. The top 10 brands named Superbrands in Romania includes Borsec, Adidas, Mercedes-Benz, Dr. Oetker, Ikea, Coca-Cola, Kike, BMW, Jack Daniel’s and Orbit. These brands were chosen by 1,500 Romanian consumers from a total of 740 brands, out of which 29 percent were Romanian brands.

From the soft drinks category, 67 percent of the Romanians have chosen Coca-Cola to be a superbrand, while from the beer category, 47 percent  voted for Haineken. 44 percent of the Romanian consumers said that Danone should be a superbrand in the dairy category, while with a share of 60 percent, Carrefour is the superbrand in the retail-FMCG category.

For a brand to be considered superbrand, the Romanian consumers’ answers were based on several criteria. Most of them, namely 87 percent said that the quality is a very important criteria for a brand to become a superbrand, followed by the brand’s respect for costumers, with 86 percent, and a very good quality-price report, with 85 percent. The less important criterion, with 47 percent, was the brand’s sense of humor, according to the study.

Irina Popescu, irina.popescu@romania-insider.com

(photo source: Borsec)