In Brand Finance’s Romania 50 for 2025, four of the country’s ten most valuable brands carry Brandient’s work, led by Banca Transilvania’s 34-percent surge in brand value
Bucharest, 2025 — In Brand Finance’s 2025 ranking of Romania’s most valuable brands, released at the end of April, four of the top ten carry Brandient’s work: eMAG (893 million euros, second), Banca Transilvania (856 million euros, third), Dedeman (494 million euros, fifth) and Bitdefender (183 million euros, ninth) — 2.4 billion euros of combined brand value.
Around them, the table tells a story of a maturing brand economy. Dacia remained the country’s most valuable brand at 1.1 billion euros despite a 5 percent decline, and DIGI ranked fourth at 574 million euros. Together, the top five account for more than half of the entire top 50’s combined value, and retail — where eMAG and Dedeman dominate — grew 5 percent as a sector.
| Rank | Brand | Brand value (2025) | Change | Brandient work |
|---|---|---|---|---|
| 1 | Dacia | €1.1bn | −5% | — |
| 2 | eMAG | €893m | +8% | Rebranding — brand reconstruction (2010) + strategy and design programs in 2015, 2019 and 2021 |
| 3 | Banca Transilvania | €856m | +34% | Rebranding — brand upgrade (2016) + later brand programs |
| 4 | DIGI | €574m | — | — |
| 5 | Dedeman | €494m | +2% | Rebranding (2007) + portfolio and culture programs, 2007–2025 |
| 9 | Bitdefender | €183m | — | Rebranding (2011) + brand programs, 2011–2022 |
Brand by brand, this is what sits behind the numbers.
Banca Transilvania — 856 million euros, third. The largest gain of the four. The bank held third place while its brand value rose 34 percent, and the brand itself is rated AAA+ — the strongest Romanian brand of any kind, the strongest banking brand in Europe, and among the world’s ten strongest banking brands for the fourth consecutive year. The rise is steep: in the 2023 edition Banca Transilvania stood fourth, at 494 million euros; two years later its brand value is nearly three quarters higher. Brandient upgraded the brand in 2016 — modernizing the well-known shield around a tricolor treatment while preserving its hard-won equity, and rebuilding the identity system for the scale of Romania’s largest bank — then returned in 2022 with a flexible brand signature and communication standards that keep a market leader reading as one brand across every channel. Along the way the collaboration also produced NeoBT, the bank’s digital brand, and the redesign of its card portfolio.
eMAG — 893 million euros, second. The e-commerce leader held second place with a return to growth — up 8 percent after two consecutive years of decline. Brandient has shaped the brand since 2010, when its strategy reframed eMAG as an enabler of customers’ everyday needs rather than a price destination, and has articulated it through a decade of brand evolutions since — positioning, name and voice, identity, and the design programs that carried a marketplace backed by the Naspers Group through its fastest-growing years.
Dedeman — 494 million euros, fifth. What Brand Finance calls the most valuable brand fully owned by Romanian shareholders. Brandient rebranded Dedeman in 2007, as the company set out on its national expansion — “Dedicated to your plans,” fronted by the helmeted dog that went on to become one of Romania’s most recognized brand marks. The company grew into the absolute leader of the DIY category and the country’s largest entrepreneurial business by turnover and employees, and the collaboration has continued across its private-label portfolio, from Baudeman to Etalon.
Bitdefender — 183 million euros, ninth. The cybersecurity company that carried a Romanian brand onto the global stage. When Brandient began the rebranding in 2011, the strategic question was whether a world-class cybersecurity company should adopt a rootless international image or lean into its origins. The answer became the Dacian Dragon-Wolf — an ancient local totem of vigilance turned global brand mark — carried through a decade of brand and design work, worldwide.
“While Dacia retains its title as the most valuable Romanian brand, it is not that older, traditional brands are prevalent over the ‘new economy’ brands. These new brands that have emerged over the past three decades dominate the ranking, both in number and overall brand value,” said Mihai Bogdan, Managing Director of Brand Finance Romania, presenting the ranking.
The author is Managing Director of Brand Finance Romania and a co-founder of Brandient. Brand Finance produces the ranking’s valuations independently, under its published methodology; Brandient has no role in them.
Brand valuation is one of the few yardsticks that translate brand-building into business numbers. The 2.4 billion euros above is Brand Finance’s assessment of the four brands as business assets — and the case studies behind each of them are in Brandient’s portfolio.
Source: Brand Finance Romania 50 (2025), published on 29 April 2025; see also coverage by Romania Insider and Profit.ro.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Brand Finance
Brand Finance is the world’s leading brand-valuation consultancy, putting thousands of the world’s biggest brands to the test every year; its brand-strength scorecard is compliant with ISO 20671. Brand value is defined as the net economic benefit a brand’s owner would achieve by licensing it on the open market; brand strength is the brand’s performance on intangible measures relative to its competitors. The annual Brand Finance Romania 50 ranks the country’s most valuable and strongest brands; the study is presented locally by Managing Director Mihai Bogdan — also a co-founder of Brandient; Brandient has no role in the valuations. The public ranking is at brandirectory.com/rankings/romania.