\n\u00cen urm\u0103 cu circa trei decenii, Faringosept era prima op\u0163iune pentru durerile \u00een g\u00e2t, iar Eugenia devenea alegerea logic\u0103 atunci c\u00e2nd pofta de dulciuri era prea mare. Iar pe mas\u0103, sticlele de ap\u0103 mineral\u0103 erau Borsec. \u015ei erau sticle de sticl\u0103.<\/p>\n
\nAnii au trecut, iar Faringosept a fost \u00eenlocuit cu Strepsils, Eugenia a \u201edevenit\u201c ciocolat\u0103 Mars, iar brandurile str\u0103ine precum Zara sau H&M \u015fi-au f\u0103cut tot mai des loc \u00een \u015fifonier, \u00eenlocuind c\u0103m\u0103\u015file Braiconf ori pantofii Guban.<\/p>\n
\nEra perioada 2005-2008, anii de boom ai economiei, c\u00e2nd m\u0103rcile str\u0103ine \u00ee\u015fi tr\u0103iau anii de glorie \u00een Rom\u00e2nia.<\/p>\n
\n![\"\"](\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5544\/22935729\/2\/cop-bm-1001s.jpg?height=335&width=250\")
A venit apoi criza \u015fi, odat\u0103 cu ea, comportamentul de consum s-a schimbat, iar asta nu doar pentru c\u0103 rom\u00e2nii au devenit mai aten\u0163i la modul \u00een care \u00ee\u015fi cheltuiesc banii, ci \u015fi pentru c\u0103 a ren\u0103scut treptat un soi de patriotism care p\u00e2n\u0103 atunci fusese adormit.<\/p>\n
\n\u00cen primii ani ai capitalismului, brandurile locale au intrat \u00eentr-un con de umbr\u0103, iar tot ce purta pecetea str\u0103in\u0103t\u0103\u0163ii era pus \u00een co\u015ful de consum.<\/p>\n
\nUltimul deceniu \u2013 sau poate ultimii 15 ani \u2013 a adus \u00eens\u0103 o schimbare: \u201emade in Romania\u201c a c\u0103p\u0103tat valen\u0163e pozitive \u00eentr-o perioad\u0103 \u00een care s-a trezit nostalgia dup\u0103 gustul de alt\u0103dat\u0103.<\/p>\n
\nAstfel, m\u0103rci locale cu istorie precum Faringosept, Borsec, Rom, Pegas sau Timi\u015foreana sunt cele care creeaz\u0103 o punte cu trecutul, f\u0103r\u0103 a ignora prezentul \u015fi preferin\u0163ele consumatorului de ast\u0103zi.<\/p>\n
\nIar al\u0103turi de ele, economiei \u201emade in Romania\u201c i se al\u0103tur\u0103 alte sute, chiar mii de m\u0103rci create \u00een ultimii 35 de ani, care vin s\u0103 duc\u0103 mai departe tradi\u0163ia brandingului rom\u00e2nesc.<\/p>\n
\nDe ce e important acest lucru?<\/p>\n
\n\u00cen perioadele dificile, oamenii \u00ee\u015fi \u00eentorc fa\u0163a c\u0103tre brandurile \u00een care au \u00eencredere. Chiar \u015fi c\u00e2nd situa\u0163ia economic\u0103 e dur\u0103, chiar \u015fi c\u00e2nd pre\u0163ul devine argumentul principal \u00een procesul de cump\u0103rare, brandul continu\u0103 s\u0103 conteze pentru c\u0103 el este, p\u00e2n\u0103 la urm\u0103, un garant al promisiunii unei companii.<\/p>\n
\nAstfel, \u00eentr-o vreme precum cea actual\u0103, marcat\u0103 de multiple provoc\u0103ri \u2013 pe plan economic, politic \u015fi geopolitic \u2013 m\u0103rcile pot culege roadele rela\u0163iilor pe care le-au \u0163esut de-a lungul istoriei lor.<\/p>\n
\nAcum dou\u0103 decenii, ideea de brand rom\u00e2nesc nu avea acelea\u015fi valen\u0163e pozitive pe care le-a c\u0103p\u0103tat ulterior. M\u0103rcile interna\u0163ionale erau c\u0103utate \u015fi preferate de un consumator care c\u0103uta \u201egustul\u201d sau \u201eaerul\u201d occidental.<\/p>\n
\n\u00centre timp \u00eens\u0103, companiile autohtone s-au maturizat, s-au adaptat \u015fi, odat\u0103 cu ele, \u015fi consumatorii au \u00een\u0163eles c\u0103 a le cump\u0103ra \u015fi a le sus\u0163ine reprezint\u0103, de fapt, un act de sus\u0163inere a economiei locale \u00een ansamblul s\u0103u \u015fi de sus\u0163inere, totodat\u0103, a propriei bun\u0103st\u0103ri.<\/p>\n
\nDincolo de maturizarea brandurilor rom\u00e2ne\u015fti, \u00een ultimii ani am asistat totodat\u0103 la \u00eenmul\u0163irea lor. Speran\u0163a e ca \u00een continuare, an de an, indiferent de contextul economic, s\u0103 apar\u0103 nume noi care s\u0103 creasc\u0103 \u00eencet, dar sigur. Iar m\u0103rcile deja existente s\u0103 se dezvolte \u015fi, de ce nu, s\u0103 devin\u0103 branduri cu recunoa\u015ftere interna\u0163ional\u0103.<\/p>\n
\nDeja exist\u0103 c\u00e2teva exemple, dar loc cu siguran\u0163\u0103 mai e.<\/p>\n
\nBitdefender, Dacia \u015fi Gheorghe Hagi sunt, poate, \u00een acest moment, cele mai puternice nume rom\u00e2ne\u015fti dincolo de gran\u0163\u0103, cunoscute de miliarde de oameni din toate col\u0163urile lumii.<\/p>\n
\nDar ele nu sunt singurele m\u0103rci care au scris \u015fi continu\u0103 s\u0103 scrie istorie, local \u015fi interna\u0163ional totodat\u0103.<\/p>\n
\nE important \u00eens\u0103 ca aceste pove\u015fti s\u0103 fie spuse clar. \u015ei s\u0103 fie auzite. \u015ei nu doar at\u00e2t, ci \u015fi s\u0103 fie ascultate. Pentru c\u0103 de\u015fi pentru un consumator conteaz\u0103 produsul, conteaz\u0103 pre\u0163ul, conteaz\u0103 ambalajul \u015fi mai conteaz\u0103 \u015fi multe alte lucruri, conteaz\u0103 \u015fi povestea.<\/p>\n
\nAntreprenorii trebuie s\u0103 aib\u0103 \u00eencredere \u00een munca lor \u015fi a echipelor lor. \u015ei trebuie s\u0103 aib\u0103 curajul s\u0103 se lupte cu companiile str\u0103ine, at\u00e2t pe teren propriu, acas\u0103, c\u00e2t \u015fi \u00een deplasare.<\/p>\n
\n\u201eAst\u0103zi, comer\u0163ul este global, iar a fi un brand cu prezen\u0163\u0103 mondial\u0103 este condi\u0163ia obligatorie pentru a putea exista \u015fi \u00een viitor. Presiunea exercitat\u0103 de brandurile globale asupra celor na\u0163ionale este at\u00e2t de puternic\u0103 \u00eenc\u00e2t multe – a\u015f putea spune chiar majoritatea – m\u0103rci na\u0163ionale dispar\u201c, spunea acum ceva vreme Eliodor Apostolescu, proprietarul produc\u0103torului pufule\u0163ilor Gusto, o companie care are prezen\u0163\u0103 pe c\u00e2teva zeci de pie\u0163e.<\/p>\n
\nNu \u015ftiu dac\u0103 e chiar a\u015fa, cel pu\u0163in pe termen scurt, dar s\u0103 visezi \u201emade\u201d (dream big \u2013 trad.) nu stric\u0103! <\/p>\n
\n <\/p>\n
\nCristina Ro\u015fca este senior editor, Ziarul Financiar<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" \u00cen urm\u0103 cu circa trei decenii, Faringosept era prima op\u0163iune pentru durerile \u00een g\u00e2t, iar Eugenia devenea alegerea logic\u0103 atunci c\u00e2nd pofta de dulciuri era prea mare. Iar pe mas\u0103, sticlele de ap\u0103 mineral\u0103 erau Borsec. \u015ei erau sticle de sticl\u0103. Anii au trecut, iar Faringosept a fost \u00eenlocuit cu Strepsils, Eugenia a \u201edevenit\u201c ciocolat\u0103 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,529,512],"tags":[7386,201,9817,25862,188,87],"class_list":["post-241552","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-opinii","category-revista-bm","tag-branduri","tag-companii","tag-consum","tag-cristina-rosca","tag-economie","tag-opinie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/241552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=241552"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/241552\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=241552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=241552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=241552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}