Three works of Brandient consultancy have recently been rated among the world’s most effective re-brandings that have been initiated in the past three years, according to ReBrand 100 competition that took place this February in USA.

Bucharest, May 2005

The re-brandings of TVR, Europharm (GlaxoSmithKline) and Smartree placed Brandient in the Merit ReBrand 100 category and they will be included in ReBrand 100 annual and virtual gallery on www.rebrand100.com, along with well known names including Adobe Systems, American Airlines, Ernst&Young, Procter&Gamble, Samsonite, Unilever, UPS Store, Virgin Atlantic Airways etc.

We saw an amazing quality and caliber of submissions from all around the world. The ReBrand 100 award winners recognize the importance of brand and design in growing a healthy and sustainable business. The winning re-brands are successful from a business standpoint because they’re fully integrated, well thought out, well designed and well strategized.

—Paige Arnof-Fenn, founder and CEO of Mavens & Moguls and ReBrand 100 juror

The jury reunited international experts in branding and design including Identityworks, DesignCom, Landor, RYKA etc.

Each of Brandient’s three awarded works aimed at increasing the business value of the clients through brand and at transforming their brands, which are management tools, into competitive advantages.

Romanian Television (TVR) re-branding was aimed at showing its employees and viewers around the world that the public television should have a modern European image. Also it brought discipline and consistency within the channel brand portfolio of TVR. English & Pockett (London) designed the new brand according to a strategy developed by Brandient, which also delivered the internal branding and the brand communication strategy.

Europharm rebranding successfully unified the three businesses of the company (production, distribution, retail) in a single expression which also communicates it belongs to GSK group.

Smartree Ltd rebranding resulted in an increased business visibility as well as in developing a steady organizational culture.