Research agency Inquiry has checked which brands are the most popular among consumers in Poland. The agency presented a list of the TOP 10 strongest brands and TOP Improvers – a list of companies that significantly improved their score compared to last year.

In Poland, the top three places of the YouGov Best Brands ranking are occupied by Allegro, Rossmann and Lidl. Close behind the top three was E. Wedel. Further places in the ranking are occupied by: Winiary, Blik, Lubella, Pudliszki, Milka and Biedronka.

The TOP 10 Improvers ranking presents the companies that achieved the highest growth in results compared to last year. The top three brands included: Action, Erli, Revolut. Beyond the top – Dealz and Blik, while further places were taken by PayPo, Kia and Vinted. The list is concluded in position 9 by Dino and Fiat (ex aequo) and position 10 by Google Pay and Aldi (also ex aequo).

The YouGov Best Brands ranking is based on the YouGov BrandIndex. It is a measure of overall brand health calculated from the following indicators: overall opinion, quality rating, value, satisfaction, recommendation, and reputation as an employer. Over the course of a year, Inquiry collects data from many thousands of surveys conducted for several hundred brands present on our market.

At the same time, it is important to note that among the hundreds of brands monitored by Inquiry in the YouGov BrandIndex survey, this year only a few recorded growths in terms of brand strength and market position. “The year 2023 was marked by limited marketing budgets, and this translated into poor results for very many brands in our study”, says Agnieszka Górnicka, CEO of Inquiry.

As she adds, the YouGov Best Brands list includes brands that have been consistently working on their image and relationship with consumers for years. However, the Top Improvers list shows that marketers have had a difficult year. No one has been spectacularly successful, and many brands have seen big declines.

Adrian Andrzejewski