BrandIndex comes to Poland
Retail & leisureThe global survey assesses how various retail brands and perceived by the public. According to the results the most popular retail chains in Poland are Biedronka, Lidl, Rossmann, Decathlon, Castorama, Pepco, Ikea and CCC. The BrandIndex survey examines how a company’s marketing influences the image of their brands. According to the data, 75 pct of adult Poles shop in Biedronka. However, Lidl, where 59 pct of Poles go shopping is the favourite grocery store (with a satisfaction level of 49 pct in total, which rises to 70 pct among regular customers of the chain). Rossmann is the leader among drugstores with 57 pct of those surveys shopping regularly in the store with a satisfaction level of 54 pct, which rises to 73 pct among regular customers. Hebe has fewer customers than Rossmann but has significantly improved its image over the last two months and recently has matched the satisfaction levels of its rival. The leaders among sports stores are Decathlon (where 16 pct of Poles shop) and 4F (11 pct). Castorama is the most frequently visited DIY store (25 pct) while Ikea (37 pct) is the most popular home furnishing stores. Pepco is the strongest on the fashion market (30 pct of those surveyed shop in the store), followed by H&M (22 pct) and Reserved (15 pct). The most popular footwear brands are CCC (28 pct of those surveyed shop in the store) and Deichmann (15 pct). However, both. Wojas and Ryłko scored higher in the survey for quality each with a score of 25 pct. The highest quality brands are Adidas (47 pct), Nike (40 pct) and Puma (36 pct).
The YouGov BrandIndex survey has been conducted for the last ten years using the same methodology in every country. Over 6 mln people are surveyed across 43 countries, which for the first time this year also includes Poland. The survey covers 60 brands in Poland, in six sectors – groceries, DIY, fashion, footwear, sports, and drugstores.
“YouGov BrandIndex is an advanced tool for monitoring brands and optimising marketing activities. It allows you to keep track of the market and consumer moods. And these can be subject to very strong changes. Brands that want to be at the forefront must always keep this in mind. Building a strong brand that maintains the trust and popularity of its customers in the face of technological change requires much more than just the analytical skills of strategists and marketers. They need to be able to see the world from the point of view of the buyer, to empathise with them, to respond flexibly to their needs, to communicate openly with them on a regular basis, to listen, to anticipate their needs and to keep one step ahead of them. Maintaining a dialogue between a-brand and a client is currently much more demanding but – if done effectively –it strengthens the consumer’s loyalty and the brand’s relationship with them, which brings much more lasting results,” says Agnieszka Górnicka, the CEO of Inquiry
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