Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Company Valicon each year conducts research of the power of brands in the consumer goods category. The list is interesting from various standpoints, from which everyone can draw their own conclusions. Power of brands determines the strong competitive advantage of companies, but also of the economies.
Valicon happily invites to and participates in discussions about brands and research of brands, and eagerly awaits comments. Here we have drawn some interesting conclusions that are more related to local markets and countries of origin of the top 10 brands by countries in the region:
1. Milka and Coca-Cola are among the top ten in all countries. Success in all countries has brought them the top two positions on the list of the best brands of the overall region.
2. Serbia and Croatia don’t “import” regional brands – the lists of the two largest countries in the region include either domestic or global brands – in Croatia only three, and in Serbia four global brands.
3. Croatia is the region’s largest “exporter” of brands – in four cases Croatian brands are among the top 10 in other countries (Vegeta in Bosnia and Herzegovina and Macedonia, and Cedevita in Bosnia and Herzegovina and Slovenia). Serbia has two (Smoki and Jaffa in Bosnia and Herzegovina) and Slovenia one (Argeta in Bosnia and Herzegovina and Macedonia) representatives on the lists outside their own markets.
4. Bosnia and Herzegovina is the biggest “importer” of regional brands. Five of the top ten in Bosnia and Herzegovina come from the region – two Croatian (Cedevita and Vegeta), two Serbian (Smoki and Jaffa) and one Slovenian (Argeta) brand.
5. Macedonia is the biggest “importer” of global brands. Only three local brands are among the top 10 in Macedonia, but also only two regional (Argeta and Vegeta). Global brands have occupied five positions – Milka, Coca-Cola, Orbit, Nescafe and Pepsi.
6. All countries, except Bosnia and Herzegovina, among the top ten brands have a local brand of mineral water. Radenska is the third in Slovenia, and Croatia has Jamnica and Jana (the latter in the category of non-carbonated water). Knjaz Miloš in Serbia is in fifth position while Pelisterka is in eighth place in Macedonia. Water best illustrates the importance of the homogeneity of the market for the success of local brands. Market in Bosnia and Herzegovina is fragmented and brands of mineral water are not succeeding to achieve great brand strength.
7. Last but not least, when it comes to the regional list, we see that the success of Croatian brands in the local market (the top four positions in Croatia are held by Croatian brands), together with success in other markets, has contributed to the fact that among the regional top five there are two brands from this country – Vegeta and Cedevita. However, two global brands, Milka and Coca-Cola, take the first two positions. In the top five is also Smoki, which also has an “export” success in terms of the power of its brand in other markets.
Lists of the best brands, both locally and regionally, are interesting for different reasons, but most from business and social aspects. Violeta, the only brand from Bosnia and Herzegovina among the strongest ten in this country, is the only brand from the category of toilet paper that managed to break through among the best, even when looking at other countries. However, on the regional list, Paloma is doing far better (15th place), although it’s not among the top 10 locally in any country. However, over the years, Violeta is increasing its brand strength at the regional level.
Bosnia and Herzegovina, which was long called Yugoslavia in small, even now among its ten most powerful brands has brands from the entire region (except from Macedonia) – Bosnia and Herzegovina is more “open” for regional brands, rather than for global ones. As can be seen from this, Bosnia and Herzegovina is interesting as an alternative market, where rules from the other countries do not apply.
Valicon is one of the leading agencies for marketing consulting and research in the area of South Eastern Europe, with a special focus on the countries of the former Yugoslavia. Valicon specializes in small markets, customized solutions, modern methodology and working closely with the client. It follows the largest regional players from various industries, gathering extensive insights into the region. Knowledge and skills of its employees range in disciplines such as brand management, consulting, innovation, media, trend forecasting, online (network) strategies and data mining. Valicon offers their clients services in the entire territory of the former Yugoslavia, through selected partners, but also in other countries of Europe.