We know the brands nominated for Best Brands 2022 in the first Polish edition of the ranking organized by Group One and GfK Polonia. In each of the five categories TOP 10 companies have been selected to compete for the title of Best Overall Brand, Best Customer Centricity Brand, Best Sustainable Brand, Best Polish Brand and Best Omnichannel Brand.
Best Brands Award is an independent, international award in the field of marketing, granted on the basis of a comprehensive study by GfK, one of the global leaders in data analytics. The ranking was initiated nearly 20 years ago in Munich by the Serviceplan Group to promote the best managed brands in the German market and to recognize those who stand behind their success. This year, the “Oscars of Marketing” will also be handed out in Poland for the first time. The ceremonial gala will be held already on 15 September 2022 at the Praskie Centrum Koneser in Warsaw.
The brands nominated for the Best Brands Awards have been selected on the basis of a unique research methodology, developed by the independent consumer research institute GfK – It measures the strength of a brand based on two key indicators: the actual market success “Share of Wallet” and “Share of Soul”, which represents the degree of attractiveness of a brand to consumers. “Strongest” nominees were selected from 260 potential candidates in 34 product categories. Opinion was expressed by 5,000 respondents.
“The uniqueness of the methodology developed by GfK is due to several elements. First of all, we combine hard market data and consumer sentiment. In addition, we evaluate very different product categories, so we have selected the best of the best, looking at the market really broadly. The awards are tailored to current consumer trends. What is important for us is the Polish origin of the product, its adaptation to the post-pandemic reality, balancing the proportions of offline and online, customer-centricity. Our global Consumer Life study shows that this is a very important trend in Poland, while not necessarily in the world. At GfK we have just released the Green Mood report, which discusses the impact of sustainability on brand perception in more detail.” – says Barbara Lewicka, Senior Director Marketing & Consumer Intelligence GfK
“The list of nominees shows what matters to consumers now i.e. in the so-called ‘interesting times’. The categories which the awards will be granted are strongly related to market trends. The accelerated development of online services, often in previously traditionally offline categories, or the massive interest in the area of sustainability – are topics that will certainly stay with us for a long time. The development of alternative reality – the metaverse shows that it is no longer a technological novelty for geeks, but a completely new dimension of everyday life, which will undoubtedly affect our future, including the future of our entire industry. Surely, the great news for all of us is that zero-carbon companies and climate competitiveness have finally ceased to be just an option in strategy building, and have become the basis for the development of modern responsible business – which we will be discussing at the “Marketing Oscars” gala on September 15″. – says Wojciech Putrzyński, CEO of Change Serviceplan.
Winners in each of the 5 categories will be announced during the Best Brands Awards gala on 15 September 2022 at the Centrum Praskie Koneser in Warsaw.
The initiator and organiser of the first Best Brands ranking in Poland is Group One – the largest independent communication group.
The content partner – GfK Polonia
Media partners of the event are: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media i Marketing Polska, Handel Extra.
Salesforce is the Gala Sponsor.
The ranking is supported by Serviceplan Group.
The TOP 10 list for each category is presented below
BEST OVERALL BRAND – TOP 10
- BIEDRONKA Grocery and cosmetics stores
- BOSCH Small kitchen appliance
- CANON Photography equipment
- FAIRY dishwashing products 5.
- GOPRO Sports cameras / drones
- JBL Audio devices
- LAYS Salty snacks
- PHILIPS Personal care electrical equipment 9.
- SAMSUNG Smartphones
- SONY Gaming consoles
BEST POLISH BRAND
- BIEDRONKA Grocery and cosmetics
- EVELINE Natural cosmetics
- HORTEX Frozen food and ice cream
- MLEKOVITA Basic food products
- ONLY BIO Natural cosmetics
- PIĄTNICA OSM Dairy products
- TYMBARK Non-alcoholic beverages
- WAWEL Sweets
- WEDEL Sweets
- WINIARY Basic food products
BEST OMNICHANNEL BRAND
- BOSCH Small kitchen appliances
- GOPRO Sports cameras / drones
- LIDL Grocery and beauty stores
- MEDIA EXPERT Electronics stores
- MEDIA MARKT Electronics stores
- PHILIPS Electronics