Cele mai valoroase branduri românești avansează într-un mediu economic turbulent, conform Brand Finance
BUCUREȘTI, 21 mai 2026 – Dacia rămâne cel mai valoros brand românesc în 2026, cu o creștere de 9% a valorii de brand, până la 1,2 miliarde EUR, marcând al patrulea an consecutiv în fruntea clasamentului, conform unui nou raport al Brand Finance, cea mai importantă companie independentă de consultanță în evaluarea brandurilor la nivel global.
Banca Transilvania urcă pe locul al doilea, în urma unei creșteri de 2% a valorii de brand, până la 876 milioane EUR. Totodată, Banca Transilvania este și cel mai puternic brand românesc, cu un scor Brand Strength Index (BSI) de 92,9 din 100 și un rating de brand de elită AAA+. Pentru al cincilea an consecutiv, Banca Transilvania își păstrează și poziția în top 10 cele mai puternice branduri bancare la nivel global, fiind cel mai puternic brand bancar din Europa în 2026.
DIGI urcă o poziție, pe locul al treilea, după o creștere de 28% a valorii de brand, până la 734 milioane EUR. În același timp, eMAG coboară pe locul al patrulea, în urma unei scăderi de 25% a valorii de brand, scădere determinată de o perspectivă mai conservatoare, de estimări mai prudente privind veniturile și de o rată de actualizare mai ridicată pentru România, reflectând riscuri și volatilitate mai mari.
Valoarea totală a celor mai importante 50 de branduri românești a crescut cu 1%, până la 7,4 miliarde EUR în 2026, doar marginal peste creșterea estimată a PIB, de 0,7%. Retailul rămâne cel mai mare contribuitor la clasament, cu 1,7 miliarde EUR, respectiv 24% din valoarea totală de brand, urmat de sectorul bancar, cu 1,5 miliarde EUR, și de sectorul auto, cu 1,2 miliarde EUR, valoare generată integral de Dacia.
Mihai Bogdan, Managing Director, Brand Finance Romania, a declarat:
„În 2017, cele mai valoroase și mai puternice 50 de branduri românești aveau o valoare totală de brand de 3,7 miliarde EUR. Zece ani mai târziu, traversând o pandemie globală și efectele unui război la graniță, valoarea totală a primelor 50 de branduri s-a dublat, ajungând la 7,4 miliarde EUR. Această evoluție confirmă concluziile a mii de studii Brand Finance realizate la nivel global în ultimele decenii, care demonstrează constant reziliența brandurilor puternice în perioade turbulente. Cele mai valoroase și mai puternice branduri românești au devenit și vor continua să fie atât o ancoră, cât și un motor de creștere pentru economia românească în ansamblu.”
Brandurile create de antreprenori și companii private în ultimii 36 de ani reprezintă peste 68% dintre brandurile incluse în clasament și contribuie cu 62% la valoarea totală de brand a clasamentului Romania 50 2026.
Primele cinci branduri cumulează peste 54% din valoarea totală de brand a clasamentului, în timp ce primele zece reprezintă 71% din valoarea totală. ALTEX intră în top 10 cele mai valoroase branduri românești, înlocuind Electrica, brand care coboară pe poziția a 12-a.
Trei branduri intră în clasament în 2026: ALRO, DONA și Borsec, acesta din urmă revenind în clasament după ce a mai fost prezent în ediții anterioare.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
