ORLEN Tops the Ranking of Poland's Most Valuable Brands
PKN ORLEN has won this year's Ranking of the Most Valuable Polish Brands, published by the Rzeczpospolita daily. For the fourth consecutive time, ORLEN has been valued the highest of all Polish brands. BLISKA - the brand of PKN ORLEN's low-cost service stations - has reached the 16th position in the Ranking.
The brands are ranked on the basis of financial criteria. The value of the ORLEN brand has been put at PLN 3.8bn, up by PLN 200m on last year's valuation.
The ORLEN brand, which has been around for 10 years, has outranked a number of established brands with longer presence on the Polish market, becoming one of the best known symbols of Poland's development and transformation.
- One decade has been enough for ORLEN to join the icon names of Poland's transformation of the past 20 years and ascend to the position of a leading Polish brand. Our logo stands for a modern national brand - a professional brand offering tailor-made products and world-class solutions. The fact that in such a short time we have succeeded to top the ranking four times testifies to the speed at which present day economy is moving - said Jacek Krawiec, President of PKN ORLEN's Management Board.
The seventh edition of the Ranking was prepared by the Rzeczpospolita daily's economic desk, with the support of Acropolis Advisory, and in cooperation with Nielsen.
The ORLEN brand first appeared on the Polish market in 2000, following a resolution of Polski Koncern Naftowy S.A.'s Extraordinary General Shareholders Meeting to adopt the ORLEN trade name. Since that time, the brand has been the axis of the Company's PR efforts, which has helped it communicate a consistent image. The first ORLEN station was opened on November 10th 2000 in the Orle housing estate in Jelenia Góra - Cieplice. Currently, the network operating under the ORLEN brand comprises 971 fuel stations in Poland and 23 fuel stations in Lithuania.
When creating the new brand, we assumed that it should evoke the concepts incorporated in the Company's strategy: "global", "oil sector", "modern" and "national". It should also reflect the quality, strength, power, energy, as well as the fuel and petrochemical sectors, while bringing to mind a high level of technological and environmental advancement. It must also reflect its Polish origins and dominant market position. The name ORLEN was created by merging the word ORZEŁ (EAGLE), which illustrates the brand's Polish character and symbolises its strength, ambition and triumph, with the word ENERGIA (ENERGY), directly related to our core industry.
Our other brand Bliska, designating fuel stations from the low-cost segment, which has been present in the market for only five years, has moved one place up the Ranking, to position 16, valued at PLN 700m. The Bliska brand was introduced in 2005 in response to the needs of customers who expected a narrower offering at lower prices.
