The Transition of the “Traditional” Romanian Brands

E-ISSN： 2160-9667|1|2|51-60

ISSN： 2160-9659

Source： International Journal of Sustainable Economies Management (IJSEM), Vol.1, Iss.2, 2012-04, pp. : 51-60

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Abstract

In this paper, the author discusses the trajectory of the main Romanian marks from the communist period on the free competition market. This analysis used data that were periodically published by the Romanian newspaper Adevarul, following the surveys and studies conducted by Gemius and Evensys (popularity tops of the fourth edition of the study “Leading Brands by Romanian Users 2011”), as well as other specialty works, the studies made by Alexander Dolgin in particular. Last but not least, the author examines some “success stories” of new Romanian brands, compared with the old brands, to bring to evidence and debate the capacity of the new Romanian entrepreneurs to stand out in the market and protect and promote their products in a tough competition environment, subject to globalization.