ÌÇÐÄÆƽâ°æ

Romania's brand landscape showcases a diverse mix of industries, with automobile manufacturer Dacia leading the pack as the most valuable brand in 2024. Valued at over *** billion euros, Dacia's brand value decreased by *** percent since 2023, but still outpacing e-commerce giant eMAG and financial institution Banca Transilvania. This ranking reflects the strength of Romania's automotive sector and the growing importance of digital commerce in the country's economy.

Ethical consumers – increasing demands toward brands

The rise of ethical consumerism is reshaping brand perceptions in Romania. In 2023, ** percent of Romanians identified as ethical consumers, with **** out of 10 customers prioritizing brands that offer health and wellness benefits. This trend was particularly pronounced among women; additionally, a of ethical consumers valued brands that support local producers, a preference more common among highly educated and high-income individuals.

The digitalization of the shopping environment

As brands compete for consumer attention, social media has become a crucial platform for brand research in Romania. In 2024, the country boasted **** million social media users, with **** percent of respondents using various social media platforms for brand research. Meanwhile, digitalization has led most big brands to incorporate online sales, as seen on eMAG, the largest online marketplace, which nearly doubled the number of online sellers in 2022.