New kids on the block


Authors: Mădălina PanaeteAlina-Elena Vasiliu

Zaganu beer, 5 to Go coffee or the salad from Fru Fru are some of the daily expressions that have come into common language and have been installed in the perception of the audience as if they had been there forever.

Few people know that some of these brands have less than ten years. Thus, in addition to the already known local brands, which have years and years of history, a young entrepreneurial blanket has developed, which has created its own brands, a sign that Romania still has a place to develop in branding.

Start-ups need brand development through positioning, naming, visual identity, a basic brand kit offline and online“, said recently Dochiţa Zenoveiov, brand innovator within the branding agency INOVEO.

That’s how brands of young entrepreneurs are a good market for branding specialists who are trying to promote them to reach the audience they want. And many times they did.

Salad Box is one of the best known local restaurant networks and the largest Romanian chain, surpassing even the borders of the country, with units in the United States of America, Hungary, Algeria or the United Kingdom.

5 to Go has passed the threshold of 60 cafes in the main Romanian cities, and Zaganu beer is found in about 300 retail outlets and HoReCa.

Last year, the beer producer’s shareholders installed a micro-berry on Calea Victoriei in the heart of Bucharest. And the stories go on, even now they are writing for these brands that are 4-5 years old.

„If four years ago someone asked us what the Romanian consumer was drinking, the answer he received was that he drank cheap beer produced by big players. Everyone said that we are crazy that we want to fight with the big producers, but I think we have integrated and I am happy for this, “Laurenţiu Bănescu, co-founder Berea Zăganu, told the Romanian Brands ZF conference last October. And after the Zaganu model, meanwhile, other microbes have appeared.

It remains to be seen which brands will break the ice in the coming years, and if there are any heroes to resist an increasingly crowded world of brands, be it Romanian or foreign.

Read the article on Ziarul Financiar

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