Still this year, the ORLEN brand will be displayed at the Company’s service stations in the Czech Republic, Germany and Slovakia. This is an element of a co-branding strategy providing for joint use of the ‘Benzina’ and ‘star’ local brands with the ORLEN Group’s logotype. As part of these efforts, whose ultimate goal is to fully rebrand the service station chain, a coherent communication campaign featuring continued involvement in Formula 1 will be run across all the markets.
To raise awareness of the ORLEN brand, the logotypes will be jointly placed on petrol pumps, price totems, and on screens inside the Benzina and star service stations. The Company will make its flagship brand part of its local marketing activities, leveraging on the foreign markets the communication potential stemming from its involvement in Formula 1 and sponsorship of Robert Kubica.
We have made a strategic decision to build a single international ORLEN brand on all markets in which we operate or where our products are sold. We are already a national champion, the largest company in Central and Eastern Europe and the most valuable Polish brand, valued at PLN 4.7bn, but without a consistent corporate image we are not able to fully leverage our potential. The process will be spread over years. We do not plan to make a revolution, so for the time being we are not wiping off the local brands well familiar to motorists in the Czech Republic, Slovakia and Germany, but instead we are combining them with the ORLEN Group’s logotype. This will help to build recognition of the ORLEN brand on these markets. Rebranding, which is our ultimate goal, will give us synergies in communication and marketing, and will be supported by our continued involvement in Formula 1, one of the world’s most popular sports, said Daniel Obajtek said President of the PKN ORLEN Management Board.
The strongest associations evoked by the ORLEN brand include modernity, trust, friendliness, as well as wide mix and high quality of products and services. We want to transfer these values, so important to customers, to the Czech Republic, Slovakia and Germany. The key objective of the rebranding process is to reach new customer groups and increase sales volumes said Patrycja Klarecka, Member of the PKN ORLEN Management Board, Retail Sales.
As part of the implementation of the co-branding strategy, the Company plans to make joint purchases of advertising space for all the markets as well as joint purchases of prizes and rewards for competitions and sales promotions, and to strengthen corporate communication on foreign markets.