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Financial-banking market in the spotlight of local rebranding

CEC Bank, Royal Bank of Scotland and insurer Asirom are this year's most visible rebranding projects. Other sectors witnessing rebranding with notable impact are FMCG, constructions, retail and pharmaceuticals, leasing services, insurance, logistics and distribution, as well as law consultancy. Specific to the Romanian rebranding market this year is the product and service branding relation, Beatrice Danis, BrandTailors managing partner told Business Standard.

Although services account for the bulk of the local branding market the aggregate value of (re)branding product projects keeps rising, says Danis.

Cocoon managing director Simona Straut identifies among the local trends the option of traditional Romanian brands like CEC and Dacia to align to international image standards and the orientation towards the crystallization of an authentic brand (Asirom).

'The practice to renew and rejuvenate FMCG brands by the relatively frequent packaging and visual identity facelifts like in the case of Silvana, Ciuc, Izvorul Zanelor, Linco or Prigat is also gaining ground,' Straut added.

She considers that in the non-FMCG category, financial-banking services are definitely in the spotlight, with 'several notable campaigns / projects, starting with ABN Amro that announced one year ago that it would change name to Royal Bank of Scotland and that is already communicating its new image, to Asirom and CEC Bank.'

Whereas for Asirom the need for a rebranding and image refreshment was the result of the company's affiliation to Vienna Insurance Group, for CEC Bank the reasons seem to have been different said Straut, adding that she wants to keep away from the pitfall of trusting rumors that the bank is preparing for sale and is therefore 'getting a new look.'

Experts on the local market assert that the CEC Bank rebranding is so far the best project of the year 'This is about reinvigorating an obsolete brand inherited from communism, but with a long record and that enjoyed recognition. Practically CEC was the only bank the Romanians have had in communism,' underscored Simona Straut.

The building sector represents the second major category of rebranded products, said experts of the Grapefruit agency. 'Romania is a country with an intense construction activity and the trend will continue in the years to come. Local producers will very likely make profitable business but they will also have to cope with strong western competitors. Rebranding will be one of the main strategic options they'll have to make in order to keep among the sector's professionals,' the cited experts said. Brand consultants from Chrysopeea said that rebranding projects were less spectacular this year. Apart from CEC, other companies to undergo rebranding were Asirom, Kober, Dacia, Dedeman, Prigat, Ciuc, Silvana, Linco and Elita-Doncafe. Some actions were rather a facelift, like in the case of Dacia, Ciuc, Asirom, Silvana, in other cases, like that of DonCafe, the previous brand was fully replaced.

 

Sursa: http://www.rompress.ro

Tags: rebranding asirom cec market local

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