Best Brands is unique in that it combines two distinct components to measure the strength of a brand – the emotional aspect of the brand on the one hand, and profitability on the other. And it is not the subjective opinion of a jury panel that decides the winners of the Best Brands awards, but the consumers themselves.

Best Brands is the only marketing award that measures the strength of a brand based on a representative empirical study by GfK, based on two criteria: its actual commercial success on the market (‘Share of Market’) and its appeal (‘Share of Soul’) as perceived by the consumers, who ultimately account for a brand’s future success.

The structure of the awards reflects current social and marketing trends. 

This year's survey in Poland includes as many as 40 product categories, in which some 400 brands will be surveyed and 8,000 respondents will cast their votes.

On this basis, the strongest brands on the Polish market, will be selected in 6 categories, which are closely related to the current situation on the market in terms of the economy and geopolitics, current trends, or consumer sentiment. 

Among the categories announced for the 3rd edition were four awards familiar from previous editions: Best Brand OverallBest Polish BrandBest Sustainability Brand and Best Life Changing Technology Brand, as well as two new ones: Beauty & Self-care Brand and Best Momentum Brand

Categories 2024

The title, Best Brand Overall is awarded to those whose products or services enjoy loyalty and recognition among buyers. In this category, brands with a strong market position, capable of simultaneously building a lasting relationship with consumers and caring for their positive experience, are awarded.

A title awarded to brands of Polish origin with solid market shares in their product categories and at the same time well known to consumers and enjoying their trust. The market position they occupy is the result of effective attention to the satisfaction of their customers.

Awarded to brands that demonstrate responsibility in taking care of for the environment and social issues. A sustainable brand is one that takes a variety of measures to protect the environment, striving to reduce its negative impact, while being transparent about the impact it has on the environment. In addition, social issues are no stranger to it, it willingly supports various social actions, educates the public, tries to break stereotypes or tackles difficult topics. The key, however, remains how these actions are perceived (or noticed at all) by consumers.

Brands providing innovative solutions that change consumers' lives and implement technological conveniences that make our lives more convenient and enjoyable. Consumers value them primarily for saving time, as well as for their positive impact on their well-being and quality of life.

The award is given to brands that not only succeed in the market, but also inspire and respond to the needs of their customers. They enable self-expression, enhance well-being and provide a sense of luxury or allow themselves to be pampered. The winning brand not only creates trends, but also offers products that provide a unique experience and become an integral part of daily care.

The title of Best Momentum Brand will go to brands that are able to grow despite the crisis and at the same time shine against the competition, as confirmed by both sales results and consumer feedback. Brands that stand out for their innovation, creativity or ability to build lasting relationships with consumers will be honoured.

Top Ten 2024 Overview

TOP 10 Best Brands Poland 2024

Questions?

If you have any questions about the study, don't hesitate to conatct

Barbara Lewicka
Senior Director | Marketing & Consumer Intelligence

Email: barbara.lewicka@gfk.com    

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