The creators of Zuzu, Fulga brands, of Măgura cake, BelVita cookies, Tomy ketchup, Prigat juice, Rontzy salted pretzels and Azuga Apă de Izvor and Bibor mineral waters last year registered cumulated turnover worth around 2.5m euros, down almost 30% year-on-year.
The value of the domestic branding market, which started shaping up in 2002, with the emergence of the first agencies, matches that of a single budget of an agency in London, one of the most mature branding markets, according to market players.
Romania is still a market where the number of projects worth above 1m euros is very low. Its development has been slow from the very beginning, even during economic booms, and major global communications groups have never come to Romania under their own names, but only represented by domestic firms, preferring to focus on more lucrative markets in the region, maintains Ștefan Liuțe, a strategy manager with Grapefruit.
On the other hand, Beatrice Daniș, managing partner with BrandTailors, believes the market will mature at the moment domestic agencies get involved in global projects.
Cătălin Rusu, a managing partner with RusuĂBorțun Brand Growers, expects the market to draw close to 3m euros. The only domestic agency that reached 1m-euro turnover in 2009 is Brandient.

Subiecte #branding market