To evaluate Romanian consumers’ perceptions of an Italian fashion brand, MKOR conducted a market study aimed at analyzing attitudes towards the brand’s name and logo.
An important research objective was to investigate the cultural and linguistic significance of a specific term in Romanian.
For this project, MKOR employed a quantitative research methodology, using an online questionnaire as the primary data collection instrument. The study was conducted on MKOR’s proprietary panel of respondents from Romania, thus ensuring a representative sample for the target population.
Cultural Perception and Purchase Intent – When the Brand Name Becomes a Barrier
For this project, we investigated how the Romanian public perceives an international brand whose name contains terms with controversial connotations in Romanian. The study tracked spontaneous reactions, evaluated the visual impact of the logo, and assessed the purchase probability in this sensitive context.
The results highlighted clear differences between public segments, especially based on gender, age, and education level. While some of the public (particularly young men) perceived the name as nonconformist or amusing, the majority of respondents – especially women, parents, and individuals with higher education – considered it inappropriate for a brand aiming for public presence.
Purchase intent proved to be strongly influenced by these perceptions, with many respondents stating that the brand name prevented them from associating it with a desirable product or one suitable for gifting or wearing in social contexts.
Research Objectives
The study conducted for this client aimed to evaluate Romanians’ perceptions and associations with the brand name and logo.
The study’s objectives were:
- Brand Name Perception Evaluation: Understanding how the brand name is received by Romanian consumers, including potential negative, ambiguous, or controversial connotations.
- Identification of Spontaneous Associations: Exploring the initial thoughts, images, or emotions generated by contact with the brand name, through a qualitative approach, without external influences, to capture authentic public reactions.
- Logo Perception Analysis: Measuring the attractiveness, clarity, and appropriateness of the brand’s logo, as well as its visual impact within the Romanian market context.
- Purchase Probability Estimation: Determining consumers’ willingness to purchase products under this brand, based on their overall perception of the name and logo.
4 Long-Term Benefits of Conducting a Perception Study
Here are the four major benefits:
- Cultural and Linguistic Brand Validation. A perception study helps brands avoid names or symbols that may carry negative, potentially offensive, or controversial connotations in Romanian or local culture. This minimizes risks of rejection, media controversies, or even legal restrictions.
- Understanding Emotional Reactions and Spontaneous Associations. The associations consumers automatically make upon seeing a name or logo can decisively influence attraction to the brand. This type of study brings to light initial impressions – positive or negative – that can determine the success or failure of a launch.
- Visual Identity Optimization. Evaluating logo perception provides clear feedback regarding design, legibility, graphic style, or the relevance of symbols used. The brand can thus adjust its visual identity before launch to be better accepted and understood.
- Commercial Potential Estimation. By measuring purchase probability, the brand understands the extent to which consumers are willing to buy its products. This indicator provides clear direction for pricing, positioning, and communication strategies.
About the Market Study
For this project, we conducted a quantitative study, using an online opinion survey applied to our proprietary panel as the data collection instrument.
- Target Market: Romania
- Target Audience: Nationally representative sample
- Research Type: Quantitative
- Research Instrument: Online Survey (CAWI)
About the Client
The Client is an international streetwear fashion brand, inspired by ultra culture and the aesthetics of urban tribes.
With a provocative style and nonconformist visual elements, the brand aims to attract a young, rebellious audience loyal to the values of freedom, attitude, and belonging.
The name and visual identity are designed to provoke reactions and generate visibility in a crowded urban landscape.
Better Understand Your Customers and Make Strategic Decisions with Confidence
At MKOR, we transform data into clear directions for action for brands that want to grow sustainably. Through relevant and well-calibrated research, we provide you with access to real market insights – about customer perception, competitive positioning, and potential areas for development.
With over 12 years of experience in market research in Romania, our team combines an agile approach with methodological rigor. We choose the most suitable tools for your objectives and work closely with you to obtain relevant, clear, and easily applicable results.
For us, a study means more than just numbers – it means actionable data for better decisions. Explore our client portfolio and case studies and see how we can contribute to your brand’s success.
Do You Truly Know What Your Brand Means to Your Consumers?
Agile Brand Tracking by MKOR provides you with a complete and updated picture of how your brand is perceived in the market, both in terms of awareness and positioning, and through the lens of local cultural values, norms, and customs. Because every message matters, understanding consumers’ emotional and cultural reactions becomes a strategic advantage.
With a flexible and rigorous methodology, we collect relevant feedback directly from your audience, month after month, so you know:
- How brand perception evolves based on social and cultural context;
- What spontaneous associations or cultural barriers can influence purchasing decisions;
- How the public responds to your campaigns and visual presence in the market;
- What differentiates your brand in the eyes of consumers, compared to the competition.
Here are the benefits for your company:
- Continuous monitoring of campaign impact and perception changes;
- Tailored indicators for your brand – you choose what to measure and how often;
- Fast and informed decisions, supported by real data and relevant cultural insights.
Don’t rely on assumptions. In a dynamic market, brands that understand what matters to people are the ones that win.
Contact us for a customized brand tracking solution that considers the reality on the ground and in consumers’ minds.
