Best Brands is the first fully independent ranking whose unique methodology is based on two main indicators: Share of Soul – the brand’s relationship and connection with the consumer, and Share of Wallet – which relates to the brand’s actual market data. Using the methodology in the research, based on the ranking, makes visible how brands perform in the market on many levels, as well as depicting the individual preferences and experiences of consumers when interacting with brands. The consumers in the Best Brands ranking are its ‘jury’. In the 2nd edition of the survey in Poland, 7,500 respondents answered questions that covered as many as 50 product categories and around 400 brands.
At GfK, we track the shopping choices of Poles and, on this based, we highlight key consumer trends. Currently, issues such as making everyday life easier, tailoring products and services to individual needs, and caring for the environment are particularly important to buyers. All of these trends are reflected in the Best Brands 2023 competition categories. We have rewarded strong brands that offer consumers innovative solutions and care for sustainable development – says Barbara Lewicka, Senior Director GfK in Poland – The last several months have not spared Polish consumers in financial terms. GfK’s main consumer mood indicator is still in double-digit minus. This means that buyers are looking to the future with great caution and do not expect the economic situation to improve. Under such circumstances, finding the golden mean and responding to current consumer needs is quite a challenge. The brands ranked in the Best Brands ranking have managed this challenge perfectly. – adds.
Laureates of the 2nd edition of Best Brands Poland
In this year’s Best Brands Poland ranking, the winners who received the “Marketing Oscars” were selected in 6 categories: Best Overall Brand, Best Polish Brand, Best Omnichannel Brand, Best Sustainable Brand, Best Life Changing Technology Brand and Best Brand For Tough Times. The categories included in the ranking are unique to every edition and represent, with the most objective manner, the trends that currently exist on the market and in the interests of consumers in Poland.
The Best Overall Brand is a unique award, because it is given for overall performance. In this category, the award is given to brands with a strong market position, which at the same time are able to build a lasting relationship with consumers, care about their positive experience, enjoy loyalty and recognition among buyers. This year’s award is unique in even more important aspects, as in the 2nd edition of Best Brands Poland, two Best Brand Overall titles were awarded. “Marketing Oscars” in this category were received by brands that achieved almost identical results in the survey, although they operate in such different business environments on a daily basis. The winners of the Best Overall Brand category were JBL and Samsung. This shows how important the Best Brands ranking is in providing a voice for consumers, who, regardless of data and market categories, chose the brands that have a special place in their daily lives.
In the Best Polish Brand category, the award was given to a Polish brand that is well known to and trusted by consumers and has a solid market share in its product categories. The winner in this category was Winiary. In the Best Omnichannel Brand category, the award goes to a brand that successfully adapts its services, as well as its communications, to function in both offline and online spaces. The winner in this category was Samsung. The Best Sustainable Brand, is another category awarded in our ranking. The winner is a brand that demonstrates responsibility in terms of caring for the environment and social and economic issues. The brand that received the ‘Marketing Oscar’ in this category is Lidl (Bio Organic). In the Best Life Changing Technology Brand category, the winner was a brand whose delivered innovations and solutions have changed the lives of consumers, making life more convenient and enjoyable. The winner of this category was InPost. The “Marketing Oscar” in the last category of the Best Brands Poland ranking, which is the Best Brand For Tough Times, is awarded to brands that best satisfy customers needs and help them maintain their current standard of living, despite struggling with inflation and the rising cost of living. A Brand For Tough Times is a solid brand that can always be relied upon and can keep the consumer with them even in an adverse economic climate. The winner of the category was Castorama.
The marketing strategies are built to last for years, but due to the dynamically changing landscape, brands have been forced to constantly challenge themselves in 2022. The biggest risk they have faced and continue to stand for, is not a single bad decision, but not making any at all. Being courageous, flexible, understanding consumer moods, following the voice of customers and trends. These are some of the ingredients for success, as evidenced by the Best Brands Awards, InPost, Winiary, Castorama, Samsung, Lidl (Bio Organic) and JBL have managed to boost their business strength, but, what is especially important, they have brought joy into the lives of consumers despite difficult and uncertain times – summarises Marek Żołędziowski, CEO of Group One, the marketing and technology group that hosts the ranking and the Best Brands Awards Gala.
Congratulations also go to all 60 brands that were among the nominees. The position in the TOP 10 brands in one of the six award categories is already proof of their success on the Polish market, adds the host.
The longevity trend at the Best Brands Awards Gala
The leading theme of the final gala of the Best Brands Awards, which took place on 18th of May at Ujazdowski Castle, was the longevity trend, which originated in Silicon Valley and is based on the idea that people should live to their full potential life for as long as possible. As a leading marketing and technology group in Poland, we are constantly promoting the latest trends and solutions that are related to technology, and that is why the event’s keynote speaker was the US-based Professor of Social Sciences and Technology, Natasha Vita-More, a long-standing lecturer at universities in Los Angeles, Plymouth and San Francisco, as well as the author of numerous books and articles on the human future, who has appeared in more than twenty documentaries. In her research, our keynote speaker focuses on the use of technology that can improve the quality and length of life of our society.
The special guest at the Best Brands Awards Gala was a Polish aerobatic pilot who, on 14th of March, by being the first in history to land on the helipad of the Burj Al Arab hotel, once again proved to the world that the impossible does not exist, and news of his achievement made headlines around the world. Captain Lukasz Czepiela was the special guest at the event.
The initiator and organiser of the second Best Brands ranking in Poland is Group One, the largest independent marketing and technology group in Poland. The substantive partner of the ranking is GfK Polonia.
The media partners of the event are: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media i Marketing Polska and Handel Extra.
Sponsors of the Gala are: G2A.COM, RTB House and Vidoomy Media. BMW
The ranking is supported by Serviceplan Group.