Almost five years after the launch of PetromV brand, Petrom'spremium brand, the oil and gas company has decided to have all 124PetromV filling stations turned either into Petrom, or OMV petrolstations. Branding specialists say PetromV cannot be viewed as astrategic failure, but as a point of transition from the old Petromto a more popular brand, OMV. Thus, the biggest domestic company isin its turn joining oil companies to have announced several imagechanges lately. "Through the launch of PetromV brand there has beena credibility transfer from OMV to Petrom. At that time it was agood thing, it meant getting close to a name consumers link to abetter product. Now, Petrom has a sufficiently good brand," saysCosmin Alexandru, general manager of Brandivia, a brandingconsulting company. Another reason that could justify Petrom'sdecision would be tied to cost cutting by reducing the number ofmanaged brands. "All the 124 PetromV stations will be turned eitherinto OMV, or Petrom filling stations by yearend," said Petrom'srepresentatives, thus confirming the information ZF had publishedas early as last year.
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