Many of the most valuable Romanian brands are found in the Brandient portfolio
Bucharest, May 2022 — The most recent Brand Finance Romania 50 Annual Report, covering the most valuable Romanian brands, was published on 27 April 2022, with extraordinary news for Brandient’s clients.
Brand Finance is the largest independent global firm in brand valuation consultancy. For more than 20 years, Brand Finance has been “building bridges between finance and marketing,” assisting companies and organizations from all sectors in connecting their brands to business profitability.
Here are a few figures and records from the Brand Finance Romania 50 Annual Report, 2022:
eMAG (+29%) becomes the most valuable Romanian brand — with a value of over EUR 1 billion — overtaking the Dacia brand in the ranking for the first time;
Dedeman (+24%) remains the most valuable Romanian brand fully owned by Romanian investors, keeping its 3rd place in the overall ranking, with a value that passes EUR 500 million for the first time;
Banca Transilvania (+6%) — according to the relative strength index (Brand Strength), determined by Brand Finance — is the strongest Romanian brand, entering the “elite” zone of the AAA+ rating.
Made by Brandient: 14 of 50
In addition to the three superlatives above, which are notoriously linked to Brandient, it is worth mentioning that among the 50 most valuable brands in Romania, no fewer than 14 brands were created or revitalized by Brandient, accumulating a combined value of over 2 billion euros:
1. eMAG
3. Dedeman
5. Banca Transilvania
13. Bitdefender
18. Fragedo
19. CEC Bank
26. NOD
27. Neumarkt
28. Agricover
34. Delaco
36. Flanco
37. Tinmar
40. Help Net
48. Ciuc
Brand Strength and Portfolios
As for the Brand Strength top (the Brand Strength index), the first two places are held by Banca Transilvania and Dedeman, brands with which Brandient has a long collaboration — in each case, more than a decade.
In addition, in the Top 10 Most Valuable Portfolios, Brandient built or contributed decisively in 3 cases:
• Heineken — the Silva, Ciuc, Ciuc Radler, Gambrinus and Neumarkt brands;
• Transavia — the Fragedo, Libertan, Papane brands;
• Albalact — the Fulga, Zuzu, Albalact brands.
Last but not least, following the evolution of the annual rankings, one can see the value of these brands growing at a more sustained pace than the average of the national economy.
We congratulate our clients: by investing in brand, they invested well!
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.