The Transition of the “Traditional” Romanian Brands

2. Romanian Trademarks In The Communist Period

There were a few products that before 1989 were a true symbol of the communist industrial production. They were omnipresent and all Romanians used them. Some of them were successfully exported, mainly in the CAEM Area. We shall next briefly present some of the most representative marks in the communist period.

Arctic refrigerator appeared in 1970, initially under the name FRIGERO. Two years later, the name of the product produced at Găeşti was changed into Arctic. On a market where the only alternatives were Fram, ZIL and Minsk, great power consumers, Arctic became the leader in a short time. Furthermore, almost 85% of the Arctic refrigerators went to export. In 1990, Arctic had a market share of almost 100%.