The Transition of the “Traditional” Romanian Brands

The Transition of the “Traditional” Romanian Brands

Dan Marius Voicilas (Romanian Academy, Romania)
Copyright: © 2012 |Pages: 10
DOI: 10.4018/ijsem.2012040106
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In this paper, the author discusses the trajectory of the main Romanian marks from the communist period on the free competition market. This analysis used data that were periodically published by the Romanian newspaper Adevarul, following the surveys and studies conducted by Gemius and Evensys (popularity tops of the fourth edition of the study “Leading Brands by Romanian Users 2011”), as well as other specialty works, the studies made by Alexander Dolgin in particular. Last but not least, the author examines some “success stories” of new Romanian brands, compared with the old brands, to bring to evidence and debate the capacity of the new Romanian entrepreneurs to stand out in the market and protect and promote their products in a tough competition environment, subject to globalization.
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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%.

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