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  • A Category of One Romanian Brand: Case Study

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    To secure its volumes in the chocolate bars category, Rom went through the re-branding program not only generated Rom a 100% volume increase in 6 months’ time but also won the project team a Gold Effie award. Brand platform redefinition and a slight package design adjustment were done in order to preserve Rom’s authenticity.

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    Rom

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    To secure its volumes in the chocolate bars category, Rom went through the re-branding program not only generated Rom a 100% volume increase in 6 months’ time but also won the project team a Gold Effie award. Brand platform redefinition and a slight package design adjustment were done in order to preserve Rom’s authenticity.

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    138 views2 pages

    A Category of One Romanian Brand: Case Study

    Uploaded by

    BrandTailors
    To secure its volumes in the chocolate bars category, Rom went through the re-branding program not only generated Rom a 100% volume increase in 6 months’ time but also won the project team a Gold Effie award. Brand platform redefinition and a slight package design adjustment were done in order to preserve Rom’s authenticity.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Case Study

    ROM / A category of one Romanian brand

    Package design Package design

    See more photos on Flickr

    The leader in the chocolate bars category, Rom was constantly challenged both by its copycat local competition
    and also by highly appealing international players. So to secure the volume share of Rom, Kandia-Excelent
    decided to increase its marketing efforts via consumer communication.

    Being the exclusive brand consultancy partner of Kandia-Excelent, BrandTailors was appointed to define Rom’s
    brand platform and adjust the brand identity and package design without loosing its authenticity and highly
    recognized design elements.

    Results
    As a result of the combined branding and marketing communication activities, Rom has increased its volume by
    100% in six months from new packaging introduction, fact being paid off with a Golden Effie Award in the
    2006 competition.

    Contribution
    Brand audit and brand strategy - Beatrice Daniş
    Graphic concept and development - Adrian Stănculeț, Janos Kurko
    Project management - Roxana Iancu
    Image retouching and printing pre-production - Mircea Brătianu

    Project implementation started in March 2006.

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