The importance of private brands with the Romanian trade

• Author: Balasescu S.
• Pages: 11-20

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

The importance of private brands with the Romanian

trade

Simona BĂLĂȘESCU1

Abstract: The main objectives of this paper are the identification of the best-known private

brands of some of Europe's largest retailers, Carrefour and Auchan. We also want to

highlight the benefits brought by these products on the Romanian market. The determination

of the degree of satisfaction felt by the inhabitants of Brasov on the quality level of the price

and the assistance of the private brands products was achieved with the help of a

quantitative marketing research.

Key-words: private brands, retailler, marketing research

1. Introduction

The brand is one of the fundamental pillars of trade regardless of its spatial

and temporal coordinates. Under the conditions of modern trade,

characterized as it is by over-dimensioning and over-diversification of the

offer, as well as by intensification of competition between producers and

traders, the traditional functions of the brand increased, some of them having

special meanings.

Brands are powerful entities because they combine rational values (based on

product performance) with emotional values.( De Chernatonz, L, 2010).

Successful brands create wealth by attracting and retaining customers

(Băltescu, C.A., 2009).

The brand shows consumers the origin of the products or services and gives

them a certain degree of confidence about their quality and benefits. Referring both

to the essential aspects and the concept of brand value to consumers and their

holding companies, Clifton Maughan offers the following definition: "a mixture of

tangible and non-intangible attributes, symbolized by a trademark, and which, if

properly managed, creates influence and generates value”. (Clifton and Maughan,

2000). For better brand management, companies need to understand how the

strategy is communicated and implemented to consumers, and how consumers

1 Transilvania University of Braşov, simonabalasescu@unitbv.ro