RESEARCH ON THE EVOLUTION OF THE TOP ROMANIAN TRADEMARKS IN THE DOMESTIC MARKET

• Main Author: Agatha POPESCU
• Format: Article
• Language: English
• Published: University of Agricultural Sciences and Veterinary Medicine, Bucharest 2015-04-01
• Series: Scientific Papers Series : Management, Economic Engineering in Agriculture and Rural Development
• Subjects: actual situation; hierarchy; market; Romania; trademarks; trends
• Online Access: http://managementjournal.usamv.ro/pdf/vol.XV_1/Art55.pdf

The paper analyzed the position of the Romanian trademarks using the data provided by Unlock Market Research Company in 2010 and 2014. The statistical parameters: average, variance, standard deviation and variation coefficient, and the Point Method and Comparison Method were used to process the collected data. In 2014, among the top 50 brands in Romania's market, the top 10 positions were occupied by the following trademarks: Borsec, Dero, Gerovital, Dorna, Arctic, Dacia, Elmiplant, Aqua Carpatica, Farmec and Petrom. Food industry came on the 1st position with 17 brands and on the 3rd position after telephony and finance and banking, based on the average positions of its trademarks. By field of activity, based on the average position, the 1st three positions were occupied by Machinery construction and Chemical and extractive industry, Alcoholic beverages, and Wood working industry. On the last position was situated Telephony. As a final conclusion, consumers behavior reflected an intensive orientation to the Romanian brands belonging to food industry, care and health sector and also of the appliances for household reflecting a new behavior to assure a higher living standards.