Marci/branduri romanesti de succes. Dupa ce ne (re)cunosc strainii?
Ma uit pe acest blog si vad ca are deja 2 posturi despre una dintre marcile romanesti cele mai cunoscute in afara. Le puteti citi aici si aici.
Ma intreb insa care sunt alte marci – cel putin la fel de cunoscute, daca nu chiar mai mult.
Da stiu, toata lumea vorbeste de ani buni de branding de tara. Se cauta elementele care ne individualizeaza – si apropo de asta ma cam doare sa vad cum Castelul Bran e unic si interesant, mitul lui Dracula la fel, dar se tot discuta daca sunt branduri, nu sunt branduri, sunt ale noastre, dar apar zvonuri cum ca au fost vandute chiar lui Disney (care ne putem usor imagina ce va face cu el). Se gasesc destul de multe “lucruri caracteristice” – de la personalitati gen Hagi, Ceausescu, Nadia etc. la monumente – Casa Poporului, de la elemente ce tin de peisaj la unele marci. Am citit chiar la un moment dat un articol cum ca am avea un fel de imagine-varza – asociata cu multe elemente, nimic clar insa. S-a scris mult asadar si s-a vorbit si mai mult – chiar la evenimente dedicate acestui subiect cu oameni din afara. Nu ma voi alatura acestei liste.
Ceea ce mi-ar placea este sa deschid o discutie cu privire la marcile romanesti autentice cunoscute si recunoscute in afara – iar prezentarea pozitionarii lor ar aduce si mai multa claritate. Nu conteaza daca au aparut recent sau mai demult, nu conteaza daca-s prea multe. Conteaza care sunt. Ce mai e al nostru si lumea asociaza aceste elemente cu noi, cu Romania? In afara si inainte de a privi elementele mai putin pozitive, sa incercam sa vedem si ce ne individualizeaza.
Incep lista – ca tot am scris despre asta – cu Dacia Logan – o marca (Dacia) cu renume, care iata a scos un nou model. Ulterior a diversificat gama de modele Logan si s-a ajuns la vanzari record – nu doar in Romania. Ideea a fost de masina accesibila dintr-o clasa insa mai mare decat cele gen Matiz, Smart etc. Apoi s-au oferit masini pe aceeasi idee care servesc insa celor mai diferite scopuri. Am auzit chiar si de un posibil raliu Dacia Logan si de noi tipuri de Logan ce vor fi lansate in viitor.
Cu ce putem continua?
Mai mult: Ce marci au potential? – poate nu sunt acum recunoscute in strainatate, dar ar putea ajunge curand. Care sunt acestea? Vorbim despre domenii predilecte sau putem ajunge sa avem branduri de succes? (nu conteaza daca sunt la fel de cunoscute ca Microsoft, important este sa fie cunoscute pe segmentul lor si sa aiba o cota de piata importanta)
Insemnari similare
Am sa vorbesc despre o marca de succes foarte putin sau chiar de loc cunoscuta de catre noi romanii, dar foarte cautata si apreciata in strainatate.Este vorba chiar de un brand:”Institutul Pasteur” cel mai mare institut de profil din sud-estul Europei,cel mai mare producator de seruri si vaccinuri de uz veterinar din Romania.Insitrutul exporta neintrerupt din anul 2000 in Europa,Asia,America de Sud.Ca sa faci acest lucru trebuie sa fii cu adevarat bun.Daca ar putea vorbi pisicutele,cateii,iepurasii,cobaii si alte animale de companie ar spune cu siguranta ca sunt fericite dupa ce li s-a administrat o doza produsa de “Pasteur”.A avut sansa sa nu intre in faliment si in anul 2000 a fost cumparat de o companie americana-romana A&S International care a avut incredere in forta oamenilor.Institutul a renascut ca pasarea Phoenix,s-a extins cu noi filiale (Filipestii de Padure)si s-a unit cu cel mai mare distribuitor de produse de uz veterinar “Farmavet”.La ora actuala sunt cei mai buni din Europa centrala si de est, fiind intr-o mare competitie cu institute de renume din Franta si SUA.Este foarte greu sa te mentii in top si aici nu vorbeste decat viata salvata a unui animal.De unde stiu aceste lucruri?De la tatal meu care a lucrat in Institut vreme de 32 de ani.
hmmm ..buna intrebare! Asta a fost introducerea; cuprinsul va fi schematic 😀
Stiu ca produsele pentru piele ale institutului Ana Aslan sunt foarte cunoscute in afara si, conform zvonului, sunt folosite chiar de unele vedete de la Hollywood. (Sa speram ca nu vedete de mana a doua!)
Cred ca avem un potential foarte mare il au vinurile. Ma gandesc in mod special la “Lacrima lui Ovidiu”- nu cred ca mai are cineva asa ceva 🙂 Si ar mai fi rachiurile, tuica si palinca….
Problema e ca noi nu prea avea branduri romanesti puternice. Or un produs romanesc, care sa fie un fel de ambasador al Romaniei, ar trebui sa fie cunoscut mai intai romanilor si abia apoi sa fie vandut in afara. Sau se poate si altfel?
Buna seara, tuturor. Extrem de interesant. Multumesc de invitatie Loredana. Cred ca noi romanii avem probleme grele, interesante de raportare la lumea mare. Traim si in niste reverii, ne credem si damnati si de fapt nu reusim sa fim oameni de actiune. NU avem branduri petru ca nu ne-am ocupat cu asa ceva pana acum. NI S-A INTAMPLAT dar nu ne-am ocupat. Adica nu am facut-o intr-o maniera profesionista. Personal nu sunt foarte impresionat si nici nu-mi fac griji din pricina brandurilor romanesti. E simplu: cei care le detin sa faca branduri din ele. E businessul lor, nu? Aaaa, cati tineri profesionisti de aici sunt chemati sa puna umarul la aceste proiecte si campanii? Sigur ca e interesant sa discutam despre Logan sau Dacia dar nu m-a chemat nimeni sa ma ocupde aceste branduri. Aaaa, am o experienta haioasa cu un asemenea brand cand am dat mai ingluma, mai in serios un sfat si am fost pleznit peste fata cu aroganta. OK, people, descurcati-va. O puteti face si fara Bufnila. Si asta nu e aroganta. Este ceea ce ar trebui sa invatatm sa facem de azi inainte: sa fim cu adevarat interesati de joburile si brandurile noastre. Da, daca proprietarii unui brand apeleaza la mine, OK, nu voi dormi noaptea. Promit. Eu m-am saturat de povestea Cu Nadia Comaneci. OK, e uriasa, e o legenda dar nu e brand. Sa nu ne imabatam cu apa rece. Pustoaica Nadia a aut eniu, a muncit enorm, a avut incredere in ea insasi. Dar Ceausescu n-a facut un brand din ea si nici noi. Ceausescu avea nevoie de ea in insectar. Sa fim seriosi, sunt multe NUME pe post de brand in Romania dar numele nu sunt neaparat branduri. Cred ca ar trebui sa fim ceva mai practici. O vorba despre Noua Generatie de profesionisti din domeniu: am incredere in voi pentru ca sunteti talentati si teribili de insurgenti. DAR nu mergeti pe carari batatorite si pline de mituri invechite. Daca nu veti face Revolutie nu veti face nimic. Mingea e numai la voi, tigrilor. Trebuie sa aveti curaj si mai ales trebuie sa va desprindeti de schematisme.
hello everybody. imi place cum gandeste ovidiu si cred ca are dreptate – daca vom merge pe aceleasi cai batute, nu vom ajunge decat sa ne invartim in jurul acelorasi adevaruri binecunoscute deja si nu ne vom imbogati cu nimic universul de cunoastere.
daca ar fi sa ma gandesc ce brand are potential in Romania, as spune ca majoritatea dar cu o singura conditie.. trebuie ca cei care le detin sa pozitioneze foarte bine serviciul/produsul dupa care sa construiasca in jurul acestui “stalp”. sa isi identifice foarte bine publicul tinta si sa il faca sa se indragosteasca de ceea ce ofera..
Multumesc pentru invitatie, Loredana 🙂 .
Din moment ce realizam aceasta lista in mediul online, ma simt datoare intr-o oarecare masura sa mentionez un puternic brand autohton din zona IT: BitDefender.
Lansat in 2001, BitDefender se numara in prezent printre liderii de piata in materie de solutii antivirus. In mod paradoxal, faptul ca este un brand romanesc pare sa fie mai bine constientizat in afara tarii (aparent, se poate 🙂 ).
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