Best Brands Poland 2024: Celebrating the Most Beloved and Successful Brands

Best Brands are those that have not only achieved economic success but have also captured the hearts and minds of consumers. On June 6, 2024, the Best Brands Poland Awards celebrated these exceptional brands. The Top 10 Best Brands in this year’s six categories, determined through a comprehensive GfK study, were revealed. The gala, held at Ujazdowski Castle, was hosted by renowned presenter Krzysztof Ibisz and featured a keynote address by Szymon Marciniak, one of the world’s top football referees. The evening was further highlighted by a performance from the popular Polish band T.Love.

Warsaw, June 6th, 2024 - The grand finale of the 3rd edition of Best Brands Poland took place at Ujazdowski Castle in Warsaw. This prestigious event recognized the strongest brands in the Polish market, as chosen by 8,000 consumer votes. The "Marketing Oscars" were awarded in six categories, with the winners including Apple, Dyson, Lay's, Lubella, Nivea, and OnlyBio. The ranking and event were organized by Group One and GfK, an NIQ Company.

Best Brands are not only commercially successful but also evoke specific emotions, remain memorable to consumers, and are associated with innovative solutions and positive experiences. This is the first fully independent international ranking that identifies the strongest brands based solely on two indicators: actual market performance (Share of Wallet) and the brand’s relationship with consumers (Share of Soul). These indicators provide hard data on how a brand performs across various areas and reflect consumer preferences and experiences, rather than subjective opinions of a jury.

This year’s Best Brands Poland study covered 40 product categories and assessed around 400 brands, with votes cast by 8,000 respondents. Based on these results, rankings were created in six categories. In addition to the four established categories from previous editions—Best Overall Brand, Best Polish Brand, Best Sustainability Brand, and Best Life-Changing Technology Brand—this year introduced two new categories: Best Momentum Brand and Best Beauty & Self-Care Brand. These categories reflect current market trends and represent the genuine interests of Polish consumers.

The central theme of the 3rd edition of the Best Brands Awards Gala was "The Power of Brand Momentum." This concept, relevant in various fields such as sports, economics, and physics, also applies to marketing and business. In this context, "Momentum" refers to the real pulling power of a brand as perceived by consumers, influenced by factors such as consumer trends, innovation, positive image, and effective marketing strategies. By leveraging their "momentum," brands can more effectively build customer loyalty, attract new clients, and gain a competitive edge in a rapidly changing market.

At the Gala, keynote speaker Szymon Marciniak, one of the world’s top football referees, shared his insights on "momentum." Marciniak has officiated matches in Poland’s Ekstraklasa, the UEFA Champions League, the European Championship, and the FIFA World Cup. In 2022, he made history as the first Polish referee to officiate the FIFA World Cup final in Qatar and was named the best referee by the International Federation of Football History & Statistics in both 2022 and 2023.