The branding market to increase by 25-30% in 2008

The main market trend in 2008 is an increasing share of local brands in projects. “While these projects could be less visible, and even less glamorous for the general public, they will have a great impact in their respective areas,” said Liute.

He added that the Romanian branding market is subject to a lack of employees. “As concerns the market, pan-European competition will continue to be an important problem for local brands in 2008. All we have to do is to examine the factors that lead to a rise in the account deficit in 2007 to realize that the single market means ruthless competition in numerous areas. We will just have to be better at what we do, meaning us, and our clients,” concluded Liute.

Recruiting is a problem in local branding, especially for senior staff, with over 5-6 years of experience. Liute went on to explain that “the solution is for us to collaborate with freelancers or with other local or foreign agencies, but this is not always that easy. In the long-term, the only solution is to train professionals.”