{"id":13994,"date":"2025-11-09T13:43:43","date_gmt":"2025-11-09T11:43:43","guid":{"rendered":"https:\/\/inoveo.ro\/?p=13994"},"modified":"2025-11-11T14:35:46","modified_gmt":"2025-11-11T12:35:46","slug":"branding-global-america-asia-europa-unde-se-afla-romania","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/rebranding-en\/branding-global-america-asia-europa-unde-se-afla-romania\/","title":{"rendered":"Branding global \u2013 America, Asia, Europa: unde se afla Romania?"},"content":{"rendered":"<figure id=\"attachment_14002\" aria-describedby=\"caption-attachment-14002\" style=\"width: 2560px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-14002\" src=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-scaled.jpg\" alt=\"Branding global \u2013 America, Asia, Europa: unde se afl\u0103 Rom\u00e2nia?\" width=\"2560\" height=\"1384\" srcset=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-scaled.jpg 2560w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-300x162.jpg 300w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-1024x554.jpg 1024w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-768x415.jpg 768w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-1536x830.jpg 1536w, https:\/\/inoveo.ro\/wp-content\/uploads\/2025\/11\/raphael-lopes-GE8jGe7mH04-unsplash-2048x1107.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><figcaption id=\"caption-attachment-14002\" class=\"wp-caption-text\">Branding global \u2013 America, Asia, Europa: unde se afla Romania?<\/figcaption><\/figure>\n<h2 data-start=\"0\" data-end=\"64\">Branding global: America domina povestea, Asia tehnologia, Europa designul. Unde se pozitioneaza Romania si cum pot brandurile romanesti urca global?<\/h2>\n<p data-start=\"295\" data-end=\"1236\">Tr\u0103im \u00eentr-o lume \u00een care brandurile au devenit adev\u0103ra\u021bi ambasadori geopolitici. Marile puteri globale nu se mai dueleaz\u0103 doar \u00een PIB sau tehnologie, ci \u0219i \u00een <em data-start=\"455\" data-end=\"465\">branding<\/em> \u2013 modul \u00een care \u00ee\u0219i spun povestea \u0219i \u00ee\u0219i export\u0103 cultura prin produse \u0219i servicii. Privind <strong data-start=\"557\" data-end=\"600\">brandingul printr-o lentil\u0103 geopolitic\u0103<\/strong>, descoperim trei for\u021be majore: America, Asia \u0219i Europa, fiecare cu super-puterile \u0219i sl\u0103biciunile sale. \u00cen acest peisaj, Rom\u00e2nia \u00eencearc\u0103 s\u0103-\u0219i croiasc\u0103 un drum propriu. Cum se pozi\u021bioneaz\u0103 \u021bara noastr\u0103 \u0219i agen\u021bii precum INOVEO \u00een aceast\u0103 ecua\u021bie global\u0103? Ce provoc\u0103ri avem ca s\u0103 trecem de la <em data-start=\"894\" data-end=\"902\">\u201clohn\u201d<\/em> (fabric\u0103 de manufactur\u0103 pentru al\u021bii) la constructori de branduri cu ADN european \u0219i ambi\u021bii interna\u021bionale? \u00cen r\u00e2ndurile de mai jos analiz\u0103m pe r\u00e2nd \u201ctriada\u201d America-Asia-Europa, apoi discut\u0103m oportunit\u0103\u021bile <strong data-start=\"1112\" data-end=\"1137\">brandingului rom\u00e2nesc<\/strong> \u00een lan\u021bul valoric global \u2013 \u0219i de ce <em data-start=\"1174\" data-end=\"1196\">educa\u021bia \u00een branding<\/em> ar putea deveni asul nostru din m\u00e2nec\u0103.<\/p>\n<h3 data-start=\"1238\" data-end=\"1301\">America: campionul storytelling-ului \u0219i al super-brandurilor<\/h3>\n<p data-start=\"1303\" data-end=\"2421\">America nu este doar o superputere economic\u0103 \u0219i militar\u0103, ci \u0219i <strong data-start=\"1405\" data-end=\"1439\">imperiul global al brandurilor<\/strong>. De la logo-urile luminate din Times Square p\u00e2n\u0103 la visele v\u00e2ndute la Hollywood, americanii \u0219tiu s\u0103 creeze pove\u0219ti \u0219i s\u0103 le transforme \u00een aur. <strong data-start=\"1583\" data-end=\"1632\">Brandurile americane domin\u0103 topurile mondiale<\/strong> \u2013 \u00een 2024, aproape 46% din valoarea total\u0103 a primelor 5.000 de branduri din lume provenea din SUA<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.wipo.int\/en\/web\/global-innovation-index\/w\/blogs\/2025\/global-brand-value#:~:text=The%20United%20States%20continues%20to,9\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">wipo.int<\/span><\/span><\/span><\/a><\/span><\/span>, dep\u0103\u0219ind valoarea cumulat\u0103 a urm\u0103toarelor 15 economii la un loc. \u00cen clasamentele de brand, g\u0103sim mereu omniprezentele Apple, Microsoft, Amazon, Google sau Coca-Cola, al\u0103turi de fenomene culturale ca Disney sau Nike<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.thebrandingjournal.com\/2024\/10\/interbrands-2024-best-global-brands-report\/#:~:text=According%20to%20Interbrand%2C%20the%20top,Morgan\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">thebrandingjournal.com<\/span><\/span><\/span><\/a><\/span><\/span>. Aceast\u0103 domina\u021bie nu e \u00eent\u00e2mpl\u0103toare: SUA investe\u0219te masiv \u00een marketing, publicitate \u0219i <em data-start=\"2110\" data-end=\"2124\">brand equity<\/em>. Un raport WIPO arat\u0103 c\u0103 firmele americane au cheltuit peste 565 de miliarde USD \u00een 2024 pentru a-\u0219i construi brandurile \u2013 de aproape cinci ori mai mult dec\u00e2t urm\u0103toarea \u021bar\u0103, Marea Britanie<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.wipo.int\/en\/web\/global-innovation-index\/w\/blogs\/2025\/global-brand-value#:~:text=The%20latest%20data%20from%20the,Brazil%20invests\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">wipo.int<\/span><\/span><\/span><\/a><\/span><\/span>. Cu alte cuvinte, <strong data-start=\"2371\" data-end=\"2420\">americanii pun banii acolo unde este povestea<\/strong>.<\/p>\n<p data-start=\"2423\" data-end=\"3051\">Povestea (storytelling-ul) este <em data-start=\"2455\" data-end=\"2470\">super-puterea<\/em> brandurilor americane. Fiecare produs vine la pachet cu un \u00eentreg univers narativ. De exemplu, c\u00e2nd cumperi un iPhone, nu cumperi doar un telefon, ci \u201cThe Apple Experience\u201d \u2013 o poveste despre inova\u021bie, design minimalist \u0219i comunitate creativ\u0103 construit\u0103 cu migal\u0103 de Apple de-a lungul anilor. La fel, o pereche de sneaker\u0219i Nike nu sunt doar \u00eenc\u0103l\u021b\u0103minte sport, ci o declara\u021bie despre visul american al victoriei personale (\u201cJust Do It!\u201d). Aceast\u0103 art\u0103 de a \u00eempleti emo\u021bia cu produsul le-a adus brandurilor americane loialitate fanatic\u0103 din partea consumatorilor din toat\u0103 lumea.<\/p>\n<p data-start=\"3053\" data-end=\"3778\">Ironia fin\u0103 este c\u0103 <strong data-start=\"3073\" data-end=\"3146\">America a transformat brandingul \u00eentr-un \u201cexponat\u201d de export cultural<\/strong>. Prin filme, reclame memorabile la Super Bowl \u0219i re\u021bele sociale globale, SUA ne-a convins s\u0103 vis\u0103m cu to\u021bii la Route 66, la Apple Pie \u0219i la Silicon Valley, f\u0103r\u0103 s\u0103 fi pus piciorul acolo. Un exemplu elocvent: p\u00e2n\u0103 \u0219i copiii din Rom\u00e2nia recunosc logo-ul de la McDonald\u2019s sau Marvel mai repede dec\u00e2t clasicul \u201ccol\u021buna\u0219\u201d local. <em data-start=\"3471\" data-end=\"3483\">Soft power<\/em>-ul american \u00een branding este a\u0219adar uria\u0219. Totodat\u0103, aceast\u0103 domina\u021bie pune presiune pe brandurile din \u021b\u0103rile mai mici: cum poate un antreprenor din Rom\u00e2nia s\u0103 concureze cu <em data-start=\"3657\" data-end=\"3665\">budget<\/em>-ul de marketing al gigan\u021bilor din State? R\u0103spunsul \u021bine de inteligen\u021b\u0103 strategic\u0103 \u2013 dar despre asta, mai t\u00e2rziu.<\/p>\n<h3 data-start=\"3780\" data-end=\"3841\">Asia: fabrica tehnologic\u0103 a lumii, de la manufactur\u0103 la AI<\/h3>\n<p data-start=\"3843\" data-end=\"4731\">Dac\u0103 America spune povestea, <strong data-start=\"3910\" data-end=\"3949\">Asia construie\u0219te scena \u0219i recuzita<\/strong>. De zeci de ani, \u021b\u0103rile asiatice s-au profilat drept <em data-start=\"4003\" data-end=\"4018\">fabrica lumii<\/em>, oferind tehnologie, materii prime \u0219i eficien\u021b\u0103 opera\u021bional\u0103 la scar\u0103 imposibil de imaginat \u00een alte p\u0103r\u021bi. China, de pild\u0103, a devenit <strong data-start=\"4153\" data-end=\"4205\">sinonim\u0103 cu infrastructura \u0219i produc\u021bia la scar\u0103<\/strong>: <em data-start=\"4207\" data-end=\"4233\">Belt and Road Initiative<\/em> (Noul Drum al M\u0103t\u0103sii) este unul dintre cele mai ambi\u021bioase proiecte de infrastructur\u0103 din istorie, viz\u00e2nd investi\u021bii \u00een peste 150 de \u021b\u0103ri \u0219i trilioane de dolari \u00een proiecte de transport \u0219i energie<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.cfr.org\/backgrounder\/chinas-massive-belt-and-road-initiative#:~:text=China%27s%20Belt%20and%20Road%20Initiative,ambitious%20infrastructure%20projects%20ever%20conceived\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">cfr.org<\/span><\/span><\/span><\/a><\/span><\/span>. Asia ne-a obi\u0219nuit cu imaginile ora\u0219elor futuriste br\u0103zdate de trenuri high-speed \u0219i fabrici automatizate cu mii de robo\u021bi lucr\u00e2nd la unison (precum \u00een imaginea de mai sus, dintr-o uzin\u0103 auto Hyundai). <strong data-start=\"4672\" data-end=\"4705\">Eficien\u021ba \u0219i scala produc\u021biei<\/strong> sunt atu-urile orientale.<\/p>\n<p data-start=\"4733\" data-end=\"5567\">La nivel de branduri, <strong data-start=\"4755\" data-end=\"4793\">Asia recupereaz\u0103 spectaculos teren<\/strong>. Dac\u0103 \u00een trecut multe companii asiatice preferau s\u0103 produc\u0103 <em data-start=\"4854\" data-end=\"4864\">\u00een umbr\u0103<\/em> pentru m\u0103rcile occidentale, acum tot mai multe ies la ramp\u0103 ca branduri globale de sine st\u0103t\u0103toare. Gigantul sud-coreean Samsung se men\u021bine de ani buni \u00een Top 5 mondial al brandurilor ca valoare<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.thebrandingjournal.com\/2024\/10\/interbrands-2024-best-global-brands-report\/#:~:text=According%20to%20Interbrand%2C%20the%20top,Morgan\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">thebrandingjournal.com<\/span><\/span><\/span><\/a><\/span><\/span>. Toyota, brandul nipon, este etalonul industriei auto fiabile. Iar Huawei din China, \u00een pofida controverselor geopolitice, a devenit un nume cunoscut pe pia\u021ba telecom. S\u0103 nu uit\u0103m de <strong data-start=\"5280\" data-end=\"5333\">TSMC (Taiwan Semiconductor Manufacturing Company)<\/strong> \u2013 colosul taiwanez care produce <em data-start=\"5366\" data-end=\"5412\">\u201ccel pu\u021bin 90% din cele mai avansate cipuri\u201d<\/em> pentru \u00eentreaga lume<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.wired.com\/story\/taiwan-makes-the-majority-of-the-worlds-computer-chips-now-its-running-out-of-electricity\/#:~:text=Science%20Park%E2%80%99s%20Industrial%20Technology%20Research,Taiwan%E2%80%99s%20companies%20hold%20a%2068\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">wired.com<\/span><\/span><\/span><\/a><\/span><\/span>. Practic, sub capota telefoanelor \u0219i calculatoarelor noastre, \u201cbate o inim\u0103\u201d fabricat\u0103 \u00een Asia.<\/p>\n<p data-start=\"5569\" data-end=\"6479\">Mai mult, Asia <strong data-start=\"5584\" data-end=\"5633\">investe\u0219te agresiv \u00een tehnologiile viitorului<\/strong>. China \u0219i \u021b\u0103rile vecine pompeaz\u0103 fonduri uria\u0219e \u00een inteligen\u021b\u0103 artificial\u0103, 5G, robotic\u0103 \u0219i energie verde. \u00cen raportul BrandZ 2025, exper\u021bii remarc\u0103 faptul c\u0103 brandurile chineze <em data-start=\"5812\" data-end=\"5854\">\u201cavanseaz\u0103 rapid frontiera adopt\u0103rii AI\u201d<\/em>, integr\u00e2nd inteligen\u021ba artificial\u0103 nu doar \u00een experien\u021bele consumatorilor, ci \u0219i \u00een ecosistemele industriale \u0219i creative<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.citynewsservice.cn\/articles\/china-biz-buzz\/industry\/top-100-chinese-brands-see-25-value-surge-tencent-leads-ekdqx7om#:~:text=Sirius%20Wang%2C%20Managing%20Director%20of,across%20industrial%20and%20creative%20ecosystems\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">citynewsservice.cn<\/span><\/span><\/span><\/a><\/span><\/span>. Cu alte cuvinte, Asia nu mai vrea s\u0103 fie perceput\u0103 doar ca <em data-start=\"6073\" data-end=\"6101\">band\u0103 de produc\u021bie ieftin\u0103<\/em>, ci aspir\u0103 la statutul de <strong data-start=\"6128\" data-end=\"6148\">hub al inova\u021biei<\/strong>. Deja vedem companii asiatice care se pozi\u021bioneaz\u0103 la v\u00e2rful lan\u021bului valoric: de la <strong data-start=\"6234\" data-end=\"6256\">platforme digitale<\/strong> (ex: TikTok\/ByteDance \u2013 fenomen global provenit din China) p\u00e2n\u0103 la lideri \u00een vehicule electrice \u0219i baterii (ex: BYD \u00een China, care a urcat 78% \u00een valoarea brandului \u00eentr-un singur an<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.citynewsservice.cn\/articles\/china-biz-buzz\/industry\/top-100-chinese-brands-see-25-value-surge-tencent-leads-ekdqx7om#:~:text=The%20growing%20demand%20for%20sustainable,energy%20vehicles%20%28NEVs\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">citynewsservice.cn<\/span><\/span><\/span><\/a><\/span><\/span>).<\/p>\n<p data-start=\"6481\" data-end=\"7302\">Desigur, <strong data-start=\"6490\" data-end=\"6525\">provocarea brandurilor asiatice<\/strong> r\u0103m\u00e2ne construirea unei identit\u0103\u021bi emo\u021bionale globale comparabile cu cea a brandurilor occidentale. Dac\u0103 la capitolul tehnologie \u0219i pre\u021b competitiv stau excelent, la <em data-start=\"6692\" data-end=\"6706\">storytelling<\/em> \u0219i valoare emo\u021bional\u0103 \u00eenc\u0103 se lucreaz\u0103. Totu\u0219i, genera\u021biile noi de branduri asiatice (g\u00e2ndi\u021bi-v\u0103 la designul telefoanelor OnePlus sau la ma\u0219inile electrice elegante ale startup-urilor chineze) \u00eencep s\u0103 \u00een\u021beleag\u0103 c\u0103 pentru a cere pre\u021buri premium trebuie s\u0103 vinzi \u0219i <em data-start=\"6972\" data-end=\"6980\">un vis<\/em>, nu doar un produs. Iar aici se produce interesanta confluen\u021b\u0103 \u00eentre Est \u0219i Vest: poate cea mai reu\u0219it\u0103 nara\u021biune de brand asiatic este chiar <em data-start=\"7123\" data-end=\"7169\">\u201cDesigned in California, Assembled in China\u201d<\/em> \u2013 simbioza dintre povestea american\u0103 \u0219i execu\u021bia asiatic\u0103, a\u0219a cum o \u00eentruchipeaz\u0103 iPhone-ul. Ceea ce ne duce cu g\u00e2ndul la Europa&#8230;<\/p>\n<h3 data-start=\"7304\" data-end=\"7374\">Europa: patrimoniu cultural \u0219i design de top, dar pia\u021b\u0103 fragmentat\u0103<\/h3>\n<p data-start=\"7376\" data-end=\"8183\">Europa are un <strong data-start=\"7390\" data-end=\"7422\">pedigree cultural \u0219i estetic<\/strong> pe care pu\u021bini \u00eel pot contesta. De pe b\u0103tr\u00e2nul continent provin <em data-start=\"7487\" data-end=\"7513\">marile curente artistice<\/em>, moda haute couture, designul auto de lux \u0219i arhitectura care taie respira\u021bia. Brandurile europene exceleaz\u0103 adesea \u00een zona de <em data-start=\"7641\" data-end=\"7651\">high-end<\/em> \u0219i <em data-start=\"7655\" data-end=\"7670\">craftsmanship<\/em>: Chanel, Herm\u00e8s \u0219i Louis Vuitton defineasc standardele \u00een luxul mondial<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.thebrandingjournal.com\/2024\/10\/interbrands-2024-best-global-brands-report\/#:~:text=According%20to%20Interbrand%2C%20the%20top,Morgan\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">thebrandingjournal.com<\/span><\/span><\/span><\/a><\/span><\/span>, iar ingineria german\u0103 la Mercedes-Benz, BMW sau Airbus r\u0103m\u00e2ne reperul calit\u0103\u021bii tehnice \u0219i al designului func\u021bional elegant. <strong data-start=\"7908\" data-end=\"7946\">Europa \u0219tie valoarea \u0219i frumuse\u021bea<\/strong> \u2013 fie c\u0103 vorbim de o mobil\u0103 scandinav\u0103 inteligent proiectat\u0103 (IKEA) sau de un vin fran\u021buzesc v\u00e2ndut cu povestea terroir-ului s\u0103u. Acest <em data-start=\"8083\" data-end=\"8111\">sim\u021b al valorii intrinseci<\/em> \u0219i al rafinamentului este avantajul distinctiv al brandurilor europene.<\/p>\n<p data-start=\"8185\" data-end=\"8950\">Pe de alt\u0103 parte, de\u0219i creativitatea e bogat\u0103, <strong data-start=\"8232\" data-end=\"8289\">Europa sufer\u0103 la capitolul coeziune \u0219i scar\u0103 de pia\u021b\u0103<\/strong>. Spre deosebire de SUA sau China, care au pie\u021be interne uria\u0219e \u0219i relativ omogene, UE este un mozaic de \u021b\u0103ri, limbi \u0219i reglement\u0103ri. Asta face dificil\u0103 cre\u0219terea rapid\u0103 a unui brand pan-european cu aceea\u0219i vitez\u0103 cu care un startup american cucere\u0219te cele 50 de state. Fragmentarea <em data-start=\"8572\" data-end=\"8598\">geopolitic\u0103 \u0219i economic\u0103<\/em> a Europei \u00eenseamn\u0103 c\u0103 adesea avem <em data-start=\"8633\" data-end=\"8653\">campioni na\u021bionali<\/em> \u2013 branduri foarte puternice \u00eentr-o \u021bar\u0103 sau regiune, dar care nu reu\u0219esc s\u0103 devin\u0103 nume globale de prim rang. De exemplu, \u00een Top 25 Interbrand 2024, doar 6 branduri sunt europene, fa\u021b\u0103 de 17 americane<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.thebrandingjournal.com\/2024\/10\/interbrands-2024-best-global-brands-report\/#:~:text=According%20to%20Interbrand%2C%20the%20top,Morgan\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">thebrandingjournal.com<\/span><\/span><\/span><\/a><\/span><\/span>, de\u0219i UE are o economie comparabil\u0103 ca m\u0103rime cu a SUA.<\/p>\n<p data-start=\"8952\" data-end=\"9566\">Un caz interesant este cel al industriei IT \u0219i digitale: Europa a generat pu\u021bine branduri digitale globale (Spotify \u0219i Skype \u00een trecut, SAP sau fintech-uri emergente) comparativ cu avalan\u0219a de <em data-start=\"9145\" data-end=\"9155\">Big Tech<\/em> din Silicon Valley sau de \u201cdragoni tehnologici\u201d din Asia. Talent exist\u0103 berechet \u2013 hub-uri tech ca Berlin, Stockholm, Paris sau Amsterdam rivalizeaz\u0103 \u00een creativitate \u2013 \u00eens\u0103 <strong data-start=\"9329\" data-end=\"9400\">provocarea este adesea trecerea de la inova\u021bie la <em data-start=\"9381\" data-end=\"9398\">scalare global\u0103<\/em><\/strong>. Barierele lingvistice, preferin\u021bele locale variate \u0219i lipsa unei pie\u021be unice de capital la fel de fluid\u0103 ca \u00een SUA fr\u00e2neaz\u0103 uneori expansiunea brandurilor europene.<\/p>\n<p data-start=\"9568\" data-end=\"10421\">Cu toate acestea, <strong data-start=\"9586\" data-end=\"9641\">atunci c\u00e2nd reu\u0219esc, brandurile europene str\u0103lucesc<\/strong>. G\u00e2ndi\u021bi-v\u0103 la exemplul IKEA: a pornit din Suedia rural\u0103 \u0219i a ajuns s\u0103 defineasc\u0103 ideea de \u201cmobilier accesibil, cu design bun\u201d pe tot globul \u2013 un <em data-start=\"9788\" data-end=\"9800\">brand love<\/em> inter-genera\u021bional. Sau la <strong data-start=\"9828\" data-end=\"9836\">LVMH<\/strong>, conglomeratul francez care a transformat brandurile de lux europene \u00eentr-un imperiu global, echilibr\u00e2nd tradi\u021bia cu marketingul modern. Aceste succese arat\u0103 c\u0103 <em data-start=\"9998\" data-end=\"10008\">heritage<\/em>-ul european combinat cu o viziune global\u0103 pot da na\u0219tere unor branduri cu adev\u0103rat iconice. Cheia este ca Europa s\u0103 <em data-start=\"10125\" data-end=\"10154\">vorbeasc\u0103 pe o singur\u0103 voce<\/em> atunci c\u00e2nd vrea s\u0103 cucereasc\u0103 lumea \u2013 sau cel pu\u021bin s\u0103 \u00ee\u0219i armonizeze vocile diverse \u00eentr-un cor recognoscibil. C\u00e2nd trecem la cazul Rom\u00e2niei, vom vedea cum fragmentarea intern\u0103 \u0219i lipsa de \u00eencredere ne-au \u021binut pe loc, dar \u0219i cum putem \u00eenv\u0103\u021ba din modelul european.<\/p>\n<h3 data-start=\"10423\" data-end=\"10499\">Rom\u00e2nia: provoc\u0103ri \u0219i oportunit\u0103\u021bi pe drumul spre branduri interna\u021bionale<\/h3>\n<p data-start=\"10501\" data-end=\"11084\">Ne place sau nu, <strong data-start=\"10518\" data-end=\"10588\">Rom\u00e2nia nu a fost \u00eenc\u0103 o for\u021b\u0103 major\u0103 pe harta brandurilor globale<\/strong>. Tradi\u021bional, rolul nostru \u00een lan\u021bul economic a fost de <strong data-start=\"10645\" data-end=\"10701\">exportator de materii prime sau manufacturier ieftin<\/strong> pentru al\u021bii. Am fost <em data-start=\"10724\" data-end=\"10745\">\u201catelierul Europei\u201d<\/em> la capitolul textile \u0219i auto, \u00eens\u0103 rar inscrip\u021bia de pe etichet\u0103 era un brand rom\u00e2nesc \u2013 de obicei coasem pentru brandul altora. Aceast\u0103 realitate, de\u0219i pragmatic\u0103 economic, ne-a \u021binut captivi \u00een zona de valoare ad\u0103ugat\u0103 mic\u0103. Ca \u00eentr-o pies\u0103 de teatru, am jucat mult timp roluri de figura\u021bie \u00een povestea altora, nu personaje principale.<\/p>\n<p data-start=\"11086\" data-end=\"11916\"><strong data-start=\"11086\" data-end=\"11135\">Provocarea principal\u0103 a brandingului rom\u00e2nesc<\/strong> \u021bine de <em data-start=\"11144\" data-end=\"11171\">mentalitate \u0219i investi\u021bie<\/em>. Multe firme locale \u00eenc\u0103 privesc cheltuiala \u00een branding ca pe un lux sau o mod\u0103, nu ca pe o investi\u021bie strategic\u0103. A\u0219a cum observa Aneta Bogdan (Brandient) \u00eenc\u0103 din anii 2000, <em data-start=\"11348\" data-end=\"11436\">\u201ccea mai mare parte a firmelor rom\u00e2ne\u0219ti investesc foarte pu\u021bin sau deloc \u00een branding\u201d<\/em><span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/hotnews.ro\/firmele-romanesti-nu-investesc-suficient-in-branding-836058#:~:text=La%20scara%20nationala%2C%20cea%20mai,fortei%20brandurilor%20ca%20avantaj%20competitiv\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">hotnews.ro<\/span><\/span><\/span><\/a><\/span><\/span>. Din p\u0103cate, situa\u021bia nu s-a schimbat radical peste noapte. Bugetele de marketing ale companiilor rom\u00e2ne\u0219ti sunt de obicei modeste, orientate spre rezultate imediate, iar <strong data-start=\"11647\" data-end=\"11683\">viziunea pe termen lung lipse\u0219te<\/strong> adesea. E o <em data-start=\"11696\" data-end=\"11779\">replica \u00een miniatur\u0103 a ciclului de via\u021b\u0103 al industriei de advertising din Rom\u00e2nia<\/em>, spunea ironic aceea\u0219i specialist\u0103<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/hotnews.ro\/firmele-romanesti-nu-investesc-suficient-in-branding-836058#:~:text=La%20scara%20nationala%2C%20cea%20mai,fortei%20brandurilor%20ca%20avantaj%20competitiv\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">hotnews.ro<\/span><\/span><\/span><\/a><\/span><\/span> \u2013 vrem v\u00e2nz\u0103ri acum, nu construim un brand pentru un deceniu.<\/p>\n<p data-start=\"11918\" data-end=\"13612\">Totu\u0219i, ceva s-a mi\u0219cat \u00een ultimul deceniu: am \u00eenceput s\u0103 avem \u0219i noi <strong data-start=\"11988\" data-end=\"12019\">pove\u0219tile noastre de succes<\/strong>. Cel mai r\u0103sun\u0103tor exemplu este <strong data-start=\"12052\" data-end=\"12062\">UiPath<\/strong>, startup-ul tech fondat \u00een Bucure\u0219ti, care a devenit primul unicorn rom\u00e2nesc \u0219i s-a listat pe NYSE cu o valoare de ~20 miliarde dolari<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.reuters.com\/technology\/uipaths-success-fires-up-romanias-unicorn-dreams-2022-01-25\/#:~:text=UiPath%2C%20now%20valued%20at%20nearly,to%20found%20their%20own%20companies\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">reuters.com<\/span><\/span><\/span><\/a><\/span><\/span>. Succesul UiPath a ar\u0103tat lumii (\u0219i nou\u0103 \u00een\u0219ine) c\u0103 <em data-start=\"12289\" data-end=\"12301\">\u201cse poate\u201d<\/em>: o companie pornit\u0103 din Rom\u00e2nia poate juca la masa mare a brandurilor tehnologice globale, inspir\u00e2nd o nou\u0103 genera\u021bie de antreprenori locali<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.reuters.com\/technology\/uipaths-success-fires-up-romanias-unicorn-dreams-2022-01-25\/#:~:text=While%20central%20European%20countries%20such,tech%20entrepreneurs%2C%20Romania%20lagged%20behind\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">reuters.com<\/span><\/span><\/span><\/a><\/span><\/span><span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.reuters.com\/technology\/uipaths-success-fires-up-romanias-unicorn-dreams-2022-01-25\/#:~:text=who%20led%20UiPath%27s%20Series%20A,over%20the%20past%20two%20years\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">reuters.com<\/span><\/span><\/span><\/a><\/span><\/span>. Alte exemple notabile includ <strong data-start=\"12551\" data-end=\"12566\">Bitdefender<\/strong>, brandul rom\u00e2nesc de cybersecurity recunoscut interna\u021bional, sau <strong data-start=\"12632\" data-end=\"12641\">Dacia<\/strong> \u2013 care sub umbrela Renault a reu\u0219it performan\u021ba de a deveni un brand auto european cu prezen\u021b\u0103 \u00een zeci de \u021b\u0103ri. \u00cen zona industrial\u0103, un <strong data-start=\"12778\" data-end=\"12815\">studiu de caz elocvent este NIMET<\/strong>, produc\u0103tor rom\u00e2n de bare cromate \u0219i cilindri hidraulici. \u00cen mai pu\u021bin de 10 ani, micu\u021bul manufacturier din T\u00e2rgovi\u0219te s-a transformat <em data-start=\"12951\" data-end=\"13072\">\u201cdintr-un produc\u0103tor est-european obscur \u00eentr-unul dintre cei mai respecta\u021bi lideri din industrie, cu prezen\u021b\u0103 global\u0103\u201d<\/em><span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/melsam.com\/project\/nimet-production-unit#:~:text=Nimet%20is%20a%20niche%20producer,the%20Client%20as%20general%20contractor\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">melsam.com<\/span><\/span><\/span><\/a><\/span><\/span>. Ast\u0103zi, NIMET are 95% din produc\u021bie destinat\u0103 exportului, livr\u00e2nd \u00een peste 90 de \u021b\u0103ri de pe 6 continente<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.nimet.ro\/about-us#:~:text=,spaces%2C%20preferring%20the%20services%20of\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">nimet.ro<\/span><\/span><\/span><\/a><\/span><\/span> \u2013 o dovad\u0103 c\u0103 un <strong data-start=\"13274\" data-end=\"13303\">brand industrial rom\u00e2nesc<\/strong> poate concura interna\u021bional c\u00e2nd exist\u0103 viziune. (Ne face pl\u0103cere s\u0103 men\u021bion\u0103m c\u0103 INOVEO a contribuit la procesul de rebranding NIMET, definind identitatea vizual\u0103 \u0219i platforma de brand \u2013 un exemplu de colaborare ce a ad\u0103ugat valoare global\u0103 unui produs \u201cmade in Ro\u201d<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.youtube.com\/watch?v=ewFreolL5I8#:~:text=INOVEO%20Brand%20Talks%20,Din%201999%20sustinem\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">youtube.com<\/span><\/span><\/span><\/a><\/span><\/span>.)<\/p>\n<p data-start=\"13614\" data-end=\"14427\">Din aceste exemple reiese un lucru: <strong data-start=\"13650\" data-end=\"13760\">calea Rom\u00e2niei c\u0103tre lan\u021bul valoric global trece prin branding strategic, nu doar prin manufactur\u0103 ieftin\u0103<\/strong>. C\u00e2nd vinzi un produs la kilogram sau la metru p\u0103trat, pre\u021bul \u00eel face pia\u021ba \u0219i marjele r\u0103m\u00e2n mici. Dar c\u00e2nd vinzi un produs <em data-start=\"13885\" data-end=\"13919\">cu un nume \u0219i o poveste \u00een spate<\/em>, \u00ee\u021bi creezi propriul teritoriu \u00een mintea consumatorului \u2013 \u0219i po\u021bi culege roadele pozi\u021bion\u0103rii, dup\u0103 cum spunea Aneta Bogdan<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/hotnews.ro\/firmele-romanesti-nu-investesc-suficient-in-branding-836058#:~:text=Cu%20o%20pondere%20diferita%20de,re%29creata\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">hotnews.ro<\/span><\/span><\/span><\/a><\/span><\/span>. Cu un brand puternic, chiar dac\u0103 ai costuri mai mari, clien\u021bii te vor prefera \u0219i \u00ee\u021bi vor r\u0103m\u00e2ne loiali, iar competi\u021bia pe pre\u021b devine secundar\u0103. De aceea se spune c\u0103 \u00een <em data-start=\"14253\" data-end=\"14270\">\u201cnoua economie\u201d<\/em> bazele competi\u021biei s-au mutat de la active tangibile la <strong data-start=\"14327\" data-end=\"14381\">active intangibile \u2013 brand, inova\u021bie, capital uman<\/strong> etc.<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/hotnews.ro\/firmele-romanesti-nu-investesc-suficient-in-branding-836058#:~:text=Un%20brand%20puternic%20detine%20un,brand%2C%20inovatie%2C%20capital%20uman%20etc\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">hotnews.ro<\/span><\/span><\/span><\/a><\/span><\/span>.<\/p>\n<p data-start=\"14429\" data-end=\"15521\"><strong data-start=\"14429\" data-end=\"14461\">Oportunitatea pentru Rom\u00e2nia<\/strong> este s\u0103 urc\u0103m <em data-start=\"14476\" data-end=\"14512\">o treapt\u0103 mai sus pe curba valorii<\/em>. Teoria <em data-start=\"14521\" data-end=\"14536\">\u201cSmile Curve\u201d<\/em> a lui Stan Shih (fondatorul Acer) explic\u0103 perfect situa\u021bia noastr\u0103: \u00een lan\u021bul unui produs, produc\u021bia efectiv\u0103 \u0219i asamblarea sunt zone de valoare ad\u0103ugat\u0103 mic\u0103 (baza \u201cz\u00e2mbetului\u201d), pe c\u00e2nd zonele de \u00eenceput (cercetare, concept, design) \u0219i cele de final (marketing, branding, distribu\u021bie) captureaz\u0103 cea mai mare valoare (col\u021burile \u201cz\u00e2mbitoare\u201d ale graficului). \u021a\u0103rile dezvoltate (precum SUA) st\u0103p\u00e2nesc pantele \u00eenalte ale curbei z\u00e2mbitoare, \u00een timp ce \u021b\u0103rile emergente sunt prinse pe mijloc, la munca de rutin\u0103 prost pl\u0103tit\u0103<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/en.wikipedia.org\/wiki\/Smiling_curve#:~:text=\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">en.wikipedia.org<\/span><\/span><\/span><\/a><\/span><\/span>. Solu\u021bia? <em data-start=\"15109\" data-end=\"15354\">\u201cDac\u0103 \u021b\u0103rile \u00een curs de dezvoltare vor s\u0103 concureze de la egal cu cele dezvoltate, trebuie s\u0103 formeze o for\u021b\u0103 de munc\u0103 \u00eenalt calificat\u0103 \u2013 anali\u0219ti, cercet\u0103tori \u0219i dezvoltatori de brand \u2013 \u0219i guvernul s\u0103 investeasc\u0103 masiv \u00een educa\u021bie superioar\u0103\u201d<\/em><span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/en.wikipedia.org\/wiki\/Smiling_curve#:~:text=The%20United%20States%20%20and,3\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">en.wikipedia.org<\/span><\/span><\/span><\/a><\/span><\/span>. Cu alte cuvinte, <strong data-start=\"15412\" data-end=\"15449\">educa\u021bia \u00een branding \u0219i marketing<\/strong> nu e doar un moft, ci o condi\u021bie pentru a ie\u0219i din capcana periferiei.<\/p>\n<p data-start=\"15523\" data-end=\"16389\">Avem \u00een Rom\u00e2nia <em data-start=\"15539\" data-end=\"15554\">creiere brici<\/em> \u0219i creativitate \u2013 dovad\u0103 olimpicii no\u0219tri la informatic\u0103 sau designerii talenta\u021bi care lucreaz\u0103 pentru studiouri din afar\u0103. Provocarea e s\u0103 le d\u0103m contextul \u00een care s\u0103 construiasc\u0103 de acas\u0103 <strong data-start=\"15745\" data-end=\"15794\">branduri cu ADN rom\u00e2nesc \u0219i aspira\u021bie global\u0103<\/strong>. Asta \u00eenseamn\u0103 acces la know-how interna\u021bional, mentorship, finan\u021bare \u0219i o cultur\u0103 antreprenorial\u0103 care s\u0103 pun\u0103 pre\u021b pe <em data-start=\"15915\" data-end=\"15925\">branding<\/em> de la bun \u00eenceput, nu ca pe ceva \u201cnice-to-have\u201d la final. De asemenea, a\u0219a cum remarcam la ZF Branduri Rom\u00e2ne\u0219ti 2025, antreprenorii trebuie s\u0103 capete <strong data-start=\"16077\" data-end=\"16109\">mai mult\u0103 \u00eencredere \u0219i curaj<\/strong>. <em data-start=\"16111\" data-end=\"16257\">\u201cAntreprenorii trebuie s\u0103 aib\u0103 mai mult\u0103 \u00eencredere \u00een ei \u0219i s\u0103 aib\u0103 curaj cu brandurile lor, pentru c\u0103 nu sunt cu nimic mai prejos dec\u00e2t altele\u201d<\/em>, \u00eendeamn\u0103 Rucsandra Hurezeanu, fondatoarea Ivatherm<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.zf.ro\/companii\/zf-branduri-romanesti-2025-producatorii-romani-pot-deveni-tigrii-22926056#:~:text=afar%C4%83%E2%80%9C%2Ca%20precizat%20Adelina%20Badea%2C%20CEO,Mobexpert\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">zf.ro<\/span><\/span><\/span><\/a><\/span><\/span>. \u00cen fond, dac\u0103 al\u021bii pot, putem \u0219i noi.<\/p>\n<p data-start=\"16391\" data-end=\"17092\">S\u0103 nu uit\u0103m \u0219i de un avantaj unic pe care \u00eel avem: <strong data-start=\"16442\" data-end=\"16465\">diaspora rom\u00e2neasc\u0103<\/strong>. Milioane de rom\u00e2ni tr\u0103iesc \u00een afar\u0103 \u0219i ac\u021bioneaz\u0103 ca <em data-start=\"16520\" data-end=\"16543\">ambasadori neoficiali<\/em> ai produselor noastre. Multe firme locale au folosit diaspora ca punct de sprijin pentru extindere \u2013 de exemplu, produc\u0103torul de mezeluri Cris-Tim a \u00eenceput exporturile viz\u00e2nd comunit\u0103\u021bile de rom\u00e2ni din Europa \u00een anii 2005-2006, acestea fiind \u0219i azi clien\u021bi de baz\u0103, \u00eenainte de a c\u00e2\u0219tiga \u0219i gusturile localnicilor din acele \u021b\u0103ri<span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.zf.ro\/companii\/zf-branduri-romanesti-2025-producatorii-romani-pot-deveni-tigrii-22926056#:~:text=%C3%8En%20ultimii%20ani%2C%20multe%20branduri,dar%20vindem%20%C5%9Fi%20spre%20comunit%C4%83%C5%A3i\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">zf.ro<\/span><\/span><\/span><\/a><\/span><\/span>. Diaspora poate fi <em data-start=\"16931\" data-end=\"16945\">capul de pod<\/em> pentru brandurile rom\u00e2ne\u0219ti ce vor s\u0103 se interna\u021bionalizeze \u2013 un avantaj pe care brandurile din \u021b\u0103ri mai pu\u021bin \u201cexportatoare de oameni\u201d nu \u00eel au.<\/p>\n<h3 data-start=\"17094\" data-end=\"17149\">De la made in Romania la brand de Rom\u00e2nia<\/h3>\n<p data-start=\"17151\" data-end=\"17942\">\u00cen concluzie, <strong data-start=\"17165\" data-end=\"17223\">brandingul v\u0103zut geopolitic ne arat\u0103 locul \u0219i direc\u021bia<\/strong>. America ne inspir\u0103 s\u0103 investim \u00een poveste \u0219i emo\u021bie, Asia ne arat\u0103 puterea tehnologiei \u0219i a infrastructurii, Europa ne aminte\u0219te de calitate, tradi\u021bie \u0219i design \u2013 dar \u0219i de obstacolul fragment\u0103rii. Rom\u00e2nia, aflat\u0103 la confluen\u021ba acestor influen\u021be, are \u0219ansa <strong data-start=\"17482\" data-end=\"17518\">s\u0103 urce \u00een lan\u021bul valoric global<\/strong> dac\u0103 \u00ee\u0219i joac\u0103 inteligent cartea brandingului. Nu vom c\u00e2\u0219tiga prin pre\u021buri mai mici sau for\u021b\u0103 de munc\u0103 ieftin\u0103 \u2013 acelea sunt avantaje efemere \u0219i mereu apare altcineva mai ieftin. Vom c\u00e2\u0219tiga \u00een schimb dac\u0103 vom construi <strong data-start=\"17738\" data-end=\"17825\">branduri rom\u00e2ne\u0219ti puternice, autentice, \u201ceuropene\u201d ca valori \u0219i globale ca ambi\u021bie<\/strong>. Asta presupune investi\u021bii pe termen lung, r\u0103bdare \u0219i da, uneori <em data-start=\"17891\" data-end=\"17910\">un dram de ironie<\/em> c\u00e2nd lucrurile nu merg strun\u0103.<\/p>\n<p data-start=\"17944\" data-end=\"18649\">La INOVEO, credem cu t\u0103rie c\u0103 <strong data-start=\"17974\" data-end=\"18057\">educa\u021bia \u00een branding este avantajul competitiv pe care Rom\u00e2nia \u00eel poate cultiva <a href=\"https:\/\/inoveo.ro\/cel-mai-promitator-brand-romanesc\/\">https:\/\/inoveo.ro\/cel-mai-promitator-brand-romanesc\/<\/a><\/strong>. Fie c\u0103 vorbim de <a href=\"https:\/\/inoveo.ro\/en\/workshop-branding\/\">traininguri<\/a> pentru antreprenori, de incubatoare de brand sau de proiecte de rebranding strategic (precum cele la care avem onoarea s\u0103 contribuim), fiecare pas spre <em data-start=\"18240\" data-end=\"18272\">maturizarea pie\u021bei de branding<\/em> din Rom\u00e2nia e un pas spre viitorul \u00een care pe etichetele produselor de top ale lumii vom vedea nu doar \u201cMade in Romania\u201d, ci <em data-start=\"18398\" data-end=\"18437\">branduri create \u0219i crescute de rom\u00e2ni<\/em>. Iar atunci vom \u0219ti c\u0103 am trecut cu adev\u0103rat de la statutul de \u201cfabrica altora\u201d la acela de <strong data-start=\"18530\" data-end=\"18560\">creator de valoare global\u0103<\/strong>. S\u0103 avem curaj, viziune \u0219i s\u0103 scriem \u00eempreun\u0103 urm\u0103toarea poveste de succes \u201cmade in RO\u201d! Sau Brand de RO.<\/p>\n<p data-start=\"20367\" data-end=\"20685\">\u00cen speran\u021ba c\u0103 aceast\u0103 analiz\u0103 v-a oferit at\u00e2t inspira\u021bie, c\u00e2t \u0219i puncte concrete de reflec\u021bie, v\u0103 invit\u0103m s\u0103 continu\u0103m discu\u021bia despre cum putem construi \u00eempreun\u0103 branduri rom\u00e2ne\u0219ti de impact global. <strong data-start=\"20568\" data-end=\"20623\">Brandingul nu este un lux, este o strategie de \u021bar\u0103<\/strong> \u2013 iar noi to\u021bi suntem parte din aceast\u0103 poveste \u00een devenire.<\/p>\n<hr data-start=\"7201\" data-end=\"7204\" \/>\n<blockquote class=\"wp-embedded-content\" data-secret=\"nNu1duXmYu\"><p><a href=\"https:\/\/inoveo.ro\/workshop-branding\/\">Workshop Branding<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8222;Workshop Branding&#8221; &#8211; INOVEO\" src=\"https:\/\/inoveo.ro\/workshop-branding\/embed\/#?secret=vv7IcD909Y#?secret=nNu1duXmYu\" data-secret=\"nNu1duXmYu\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p data-start=\"7223\" data-end=\"7499\">\n<style>.entry-content-blog h3{font-size:28px};.entry-content-blog h4{padding-bottom:0;margin-bottom:0}.wp-post-image{display:none}<\/style><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding global: America domina povestea, Asia tehnologia, Europa designul. Unde se pozitioneaza Romania si cum pot brandurile romanesti urca global? Tr&#259;im &icirc;ntr-o lume &icirc;n care brandurile au devenit adev&#259;ra&#539;i ambasadori geopolitici. Marile puteri globale nu [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/rebranding-en\/branding-global-america-asia-europa-unde-se-afla-romania\/\">Read More&#8230;<span class=\"screen-reader-text\"> from Branding global \u2013 America, Asia, Europa: unde se afla Romania?<\/span><\/a><\/p>\n","protected":false},"author":6,"featured_media":14003,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78,94],"tags":[],"class_list":["post-13994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-en","category-rebranding-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Unde se pierde valoarea intr-un business<\/title>\n<meta name=\"description\" content=\"Branding global: America domin\u0103 povestea, Asia tehnologia, Europa designul. 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