After seven years on the market, ORLEN is the most valuable Polish brand. Strategic corporate brand management provides the basis for communication synergies between the ORLEN brand and brands of products and services. Owing to such an approach, since its market debut, the corporate brand ORLEN has become the axis of the Company’s communication activities. It is the foundation of the PKN ORLEN image and the element of the image of the subsidiaries, which use the ORLEN or ORLEN Group designation in their names. Currently, the ORLEN brand is identifi ed with modernity, professionalism and technological advancement. It is associated with progress and systemic solutions.
The brand’s ambassador on the retail market is the network of fuel stations with the ORLEN logo, currently located in Poland and Lithuania. The network’s reputation is proven by the prize awarded by readers of the Polish edition of Reader’s Digest, already for the sixth time in succession, and the title of the “Trustworthy Station”.
Customers unequivocally identify the ORLEN brand as being one of the leading brands on the Polish market. One of the brand’s strength is its high level of recognition. The results of research [1] that has been conducted indicate that not only drivers, but almost all adult Poles recognise the ORLEN brand (nearly 100 percent of prompted awareness). The enriched Verva fuel provided by ORLEN stations is currently the best known product of its kind on the Polish market (its prompted awareness is 65 percent among drivers).
For two years now, we have been operating Bliska fuel stations. The development of the network operating
under this brand has been accompanied by a dynamic growth in its recognition (spontaneous awareness in the group of drivers increased from 7 percent in January 2007 to 46 percent in February 2008). The brand is developing in accordance with the accepted strategic assumptions, and its positioning and product range, in the opinion of customers, constitute an attractive alternative for people seeking good quality at a reasonable price.
The ORLEN brand’s market position was also confirmed by the Company being awarded the title of Super Brand in the fuel stations’ category for the third time in a row. This prestigious distinction for the strongest consumer brands is awarded by the international Superbrands organisation in over 80 countries, in Poland for three years. This title is all the more valuable given that the ORLEN brand was recognised by the Polish Brand Council, consisting of experts in the area of marketing, advertising and branding.
The pinnacle of PKN ORLEN’s business and image-related activities in 2007 was its achievement of the first place in the Most Valuable Polish Brand Ranking MARQA 2007 organised by “Rzeczpospolita”, a Polish daily. In 2007, the ORLEN brand was valued by independent experts at almost PLN 2.6 billion, which represents an increase in its value of 8 per cent in comparison to 2006.
[1] Source: GFK Polonia, ORLEN brand Barometer, February 2008, CATI, all-Poland cluster sampling N=1,000, including 568 drivers.
ORLEN Group's brands
