The Award
The Best Brands Awards is an independent, international award in the field of marketing, based on a comprehensive survey by GfK - an NIQ company, one of the global leaders in data analytics. The ranking was initiated more than 20 years ago in Munich by Serviceplan Group. Thanks to the Polish marketing and technology group, the ranking will be presented in Poland, and as a result, for the third time, the strongest brands on the Polish market will be selected and those who are behind this success on a daily basis will be recognized.
What distinguishes the Best Brands ranking from the very beginning is its unique methodology, which puts the decisive choice in the hands of consumers. It is they who, through their vote, will again indicate which brands have deserved and will receive the "Oscar of Marketing", and twice. This is because consumers make their first choice while shopping through their wallets. "Share of Wallet" is thus one of the two main indicators analyzed by the independent consumer research institute GfK. This indicator determines the actual market success that brands have achieved in the Polish market. The second indicator assessed by the voice of consumers is "Share of Soul", which describes which companies have won the hearts of customers, as well as recognition and trust in their eyes.
Best Brands is currently the only ranking that measures brand strength based exclusively on those two aspects.
The Best Brands winners in Poland are selected in several categories.
The ranking categories reflect current trends in the market, as well as areas of interest to consumers in the country.
Best Brands are brands that achieve a strong market position and build a strong emotional bond with the consumer, which - thanks to careful observation of the market and an innovative approach - prove that even in difficult times it is possible to be successful.
Honoring and promoting effective brand management, as well as exchanging experiences and inspiring speeches by exceptional personalities are undoubtedly a great asset of the prestigious gala, which, following the example of other European countries, also in Warsaw is permanently inscribed in the calendar of the most important events of the marketing industry.
The Best Brands Awards Gala is organised and hosted by Group One - the largest independent communications group in Poland and a substantive partner of GfK - an NIQ company, one of the global leaders in the field of data analytics.
THE CATEGORIES
Best Brand Overall
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.
Best Polish Brand
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.
Best Sustainability Brand
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.
Best Life Changing Technology Brand
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.
Best Beauty & Self-care Brand
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.
