Why is it a journey from being a simple brand to being a brand with equity?
You find your seat, the show begins. At first you’re neutral, just a spectator. But then a smile appears, a burst of laughter, a shiver. Something on stage draws you in; you start to feel the story as if it were your own. You find yourself attached to the characters and to everything happening in front of you. In the end, you leave in love with the show. You recommend it to someone, maybe you even buy tickets for a friend. That’s the brand with equity: not the poster at the entrance, but the emotion that remains after the curtain falls. And when the experience is strong and memorable, it’s called brand equity.
Imagine you’re walking down the street and, on impulse, you step into a theatre. You saw the poster — the title, the director, the actors — and something about it caught your eye. That’s the brand: the promise at the entrance.
“Romanian-ness” is considered, but it’s not enough to build loyalty
Research around options and comparing them by product features applies in any market — whether on a physical shelf or a digital one. Consumers refer to these criteria/product features through QUALITY: “I know it has good products,” “with fruit and vegetables it’s obvious — they taste better,” “they keep consistent sizing, quality materials,” “I’m very satisfied in terms of internet access,” “we have performance in making…,” “I compared them with similar foreign products and noticed they are more durable and cleaner,” “Romanians make quality products: food is tasty and fresh, and the others are durable.”
Another word often used in the quality argument is PRICE, or directly the QUALITY–PRICE RATIO. It’s as if someone were saying: “I know you’re Romanian, I know you’re good quality, but give me a price I can afford — or that you truly deserve. Otherwise, I can’t buy you and I can’t support you.” This highlights a real tension in buying behaviour: consumers want to choose local brands, but they are constrained by their budgets. They expect Romanian products to be at least as good as imports — and often more affordable.
Love for “Romanian-ness,” not patriotism
4 out of 9 respondents buy Romanian brands/ products in order to support local producers, economic development, and prosperity. The report clearly shows the effect and success of campaigns supporting Romanian entrepreneurship or agriculture over the last 5–10 years, run by NGOs or even the government, by retail chains, Romanian brands, or social movements/platforms that create direct partnerships with small producers (e.g., “Adopt a Farmer”).
We are proud that we have Romanian products, that we make something using our own resources — material or intellectual. “Supporting the local economy matters to me, but I’m not necessarily attached to traditions.” “I usually choose Romanian brands that are just starting out, from small entrepreneurs. I’m attracted by the fact that they know how to do high-quality marketing.” “It motivates me that we produce as much as possible in the country.” “They create jobs and stimulate the economy.” “By buying it, I support that company’s activity.”
Note: emotionally, this is more about love/care that leads to action, not patriotism. Ideological patriotism will not help any Romanian brand sell — especially at premium price points. People see and appreciate contribution and involvement in the place where the brand operates. Patriotic declarations were under 10%.
What Romanian brands can do, concretely
This article illustrates only part of the conclusions of the report “Romanian brands through consumers’ eyes.” The exploratory study was conducted in September 2025 and includes 70 online conversational interviews with consumers across the country, moderated with the help of AI and analysed by a team of senior researchers.
If you want to read more, you can get an executive summary of the report here.
