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POLBRAND 2011




  TOP 100
POLISH BRANDS




    | PolBrand 2011 | TOP Polish Brands |   |1|
About the PolBrand


Regardless the globalization, every country always has its own national brands that sometimes could
be much stronger and more popular inside the country, that well known international brands.

Today the brand is often the biggest and very valuable assets, because the very strong and popular
brand regardless of its scale and age allows the company to retain or to gain significant market share,
and also provides an opportunity to actively develop at the global markets.

In our times the business are increasingly faced the situation when the brand becomes one of the
most expensive assets in the company's value, even compared with manufacturing facilities. And in
such a situation, the most attention is paid to the brand value in mergers and acquisitions, as well as
in public offerings of shares on stock markets or placing other types of securities in order to attract
investment. In this case It is necessary to solve the puzzle, when the company realizes the full value
of its brand, but can not express it in concrete figures.

After many researches, the optimal solution was found, and since early 2010, the agency MPP
Consulting has established long-term project of the national brands evaluation. Using the developed
methodology in 2011 the rating of the most valuable brands of Spain was created.

The main task of the rating PolBrand 2011 was to determine the 100 most expensive Polish brands,
as well as their current real market value, based on the financial performance of companies using
such brands (trademarks), as well as the positions of each company in the market and prospects for
development both companies and their brands.

It is worth noting that the ranking only includes brands created in Poland or for Polish goods
(services), although how much later they became known at national or global levels. The geographical
origin of brands from Poland was the main criterion for selection of brands (trademarks), assessed in
rating.




* All rights to brands and trademarks mentioned or referred to in the ranting belong to their respective owners.




                                               | PolBrand 2011 | TOP Polish Brands |                               |2|
Methodology


The methodology of the brand evaluation based on the evaluation of activity of companies brand-
owners, and also takes into account several factors showing the market conditions that influence the
brands, possible threats and perspectives for industries development.

This methodology is based on analysis of factors influencing the market value of the brand: the
company's position on market, consumer value of brand, as well as factors actual trends for the
company and its brand.

Brand value calculation formula:


    V = Fc * (Iq * Gq * Tq * Cq) * Uid

 V – brand value
 Fc – composite financial index
 Iq – investment index
 Gq – geographical index
 Tq – technological index
 Cq - competitive index
 Uid – unique identity index


It is worth noting that the brand value includes only the cost of the brand (name), excluding production
facilities, infrastructure, patents, inventions and other tangible or intellectual property.


* Value of Brands in rating indicated in millions $




                                                | PolBrand 2011 | TOP Polish Brands |               |3|
TOP 100   1 - 20

     Brand        Value, mln.$               Logo                             Industry

1    Belvedere       1 227                                        Alcohol

2    PZU             1 202                                        Insurance

3    Orlen           1 125                                        Oil & Fuels

4    Żubrówka         689                                         Alcohol

5    E.Wedel          501                                         Confectionary

6    Era              498                                         Telecommunication

7    Żywiec           491                                         Brewing

8    Absolwent        423                                         Alcohol

9    Tyskie           355                                         Brewing

10   Pudliszki        309                                         Foods

11   PKO              307                                         Financial services

12   Lech             279                                         Brewing

13   Sobieski         272                                         Alcohol

14   Polmos           243                                         Alcohol

15   Pekao            237                                         Financial services

16   Biedronka        229                                         Retail

17   Wawel            223                                         Confectionary

18   Mlekovita        211                                         Milk

19   Luksusowa       201,5                                        Alcohol

20   Tymbark          198                                         Beverages




                          | PolBrand 2011 | TOP Polish Brands |                          |4|
TOP 100         21 - 40

     Brand              Value, mln.$              Logo                             Industry

21   Tatra                 194,5                                       Brewing

22   Soplica                193                                        Alcohol

23   Lukas Bank            189,5                                       Financial services

24   Hortex                188,5                                       Foods

25   Reserved               178                                        Clothing & Fashion

26   Piątnica               176                                        Milk

27   Wyborowa               172                                        Alcohol

28   Morliny               167,5                                       Foods

29   Winiary                165                                        Foods

30   Lubella                154                                        Foods

31   Harnaś                144,5                                       Brewing

32   Olej Kujawski          143                                        Foods

33   Nałęczowianka          142                                        Beverages

34   Bakoma                 141                                        Milk

35   Łaciate               139,5                                       Milk

36   Warka                 135,5                                       Brewing

37   Bank Millennium        133                                        Financial services

38   Sokołów                132                                        Foods

39   Kasztelan             131,5                                       Brewing

40   Gatta                  129                                        Clothing & Fashion




                               | PolBrand 2011 | TOP Polish Brands |                          |5|
TOP 100           41 - 60

     Brand                    Value, mln.$           Logo                             Industry

41   Warta                        128                                     Insurance

42   TVN                          126                                     Media

43   Apart                       122,5                                    Jewelry

44   Mleko Łowickie               119                                     Milk

45   Wólczanka                    117                                     Clothing & Fashion

46   Diverse                     116,5                                    Clothing & Fashion

47   LOT                          115                                     Transport

48   Bella                        114                                     Hygiene goods

49   Jutrzenka                   111,5                                    Confectionary

50   Telekomunikacja Polska       109                                     Telecommunication

51   Dębowe Mocne                103,5                                    Brewing

52   Amica                        103                                     Household equipment

53   Bank BPH                     101                                     Financial services

54   Goplana                      99,5                                    Confectionary

55   Krakus                       98,5                                    Foods

56   Żubr                         98,2                                    Brewing

57   Cersanit                     98                                      Construction materials

58   Empik                        97,4                                    Retail

59   Black Red White              95                                      Furniture

60   Koral                        94,5                                    Foods




                                  | PolBrand 2011 | TOP Polish Brands |                            |6|
TOP 100   61 - 80

     Brand          Value, mln.$                Logo                             Industry

61   Okocim             90                                           Brewing

62   Rolnik             89,5                                         Foods

63   Amino              89                                           Foods

64   TVP                88,5                                         Media

65   Cisowianka         87                                           Beverages

66   Café Prima         83,7                                         Coffee

67   Bakalland          83                                           Foods

68   Drosed             81,4                                         Foods

69   Kamis              79                                           Foods

70   Bliska             77,5                                         Oil & Fuels

71   Prymat             77,3                                         Foods

72   Łowicz             76,2                                         Foods

73   W.Kruk             76                                           Jewelry

74   Smyk               73,4                                         Clothing & Fashion

75   Ludwik             71,2                                         Household chemistry

76   Rama               71                                           Foods

77   E                  70,8                                         Household chemistry

78   Zelmer             70                                           Household equipment

79   Fortuna            68,9                                         Beverages

80   Key                68,6                                         Clothing & Fashion




                             | PolBrand 2011 | TOP Polish Brands |                          |7|
TOP 100        81 - 100

      Brand             Value, mln.$                Logo                             Industry

81    CCC                   67                                           Clothing & Fashion

82    Luksja                66,4                                         Cosmetics

83    Kubuś                 65,8                                         Beverages

84    Cropp                 65,5                                         Clothing & Fashion

85    Rzeczpospolita        65                                           Media

86    Sphinx                63,4                                         HoReCa

87    Kupiec                61,4                                         Foods

88    Atlantic              61                                           Clothing & Fashion

89    Woseba                60,3                                         Coffee

90    Delma                 59,8                                         Foods

91    Saga                  59,6                                         Foods

92    Lotos                 59                                           Oil & Fuels

93    Dębica                57,5                                         Chemistry

94    Polskie Młyny         56,6                                         Alcohol

95    Canpol babies         55                                           Toys

96    Wojak                 54,5                                         Brewing

97    Podravka              53,7                                         Foods

98    AA Cosmetics          53                                           Cosmetics

99    Łomża                 52,4                                         Brewing

100   Śnieżka               52                                           Construction materials




                                 | PolBrand 2011 | TOP Polish Brands |                            |8|
Conclusions


The rating PolBrand 2011 is the 16-th rating in 2011 published under the project TOP National
Brands.

The issue of defining the most expensive national brands is not new, and consist not only in the
complexity of the assessment, but in the presence of a single methodology that would unify the
approach to this process regardless of the regional characteristics of individual countries.

That is why the primarily goal was to create a single universal methodology to assess the brands that
can be used to determine the real market value of any brand in any market.

Process of developing the methodology was started in 2006 and only four years later she was finally
worked out in practice and has shown its real effectiveness. Thus, the use of this rating method of
evaluation reflects most accurately the elements forming the current market value of each brand, and
allows us to create the rating of the most expensive national brands in a single country.

We hope that this rating, as well as an evaluation technique will be in demand by companies and
investors, and help more accurately and quickly determine the current real market value of each
brand.


MPP Consulting
Kiev, Ukraine
+380 44 3614647

www.mppconsulting.com.ua
office@mppconsulting.com.ua




                                      | PolBrand 2011 | TOP Polish Brands |                        |9|

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PolBrand 2011 - TOP100 Polish Brands

  • 1. POLBRAND 2011 TOP 100 POLISH BRANDS | PolBrand 2011 | TOP Polish Brands | |1|
  • 2. About the PolBrand Regardless the globalization, every country always has its own national brands that sometimes could be much stronger and more popular inside the country, that well known international brands. Today the brand is often the biggest and very valuable assets, because the very strong and popular brand regardless of its scale and age allows the company to retain or to gain significant market share, and also provides an opportunity to actively develop at the global markets. In our times the business are increasingly faced the situation when the brand becomes one of the most expensive assets in the company's value, even compared with manufacturing facilities. And in such a situation, the most attention is paid to the brand value in mergers and acquisitions, as well as in public offerings of shares on stock markets or placing other types of securities in order to attract investment. In this case It is necessary to solve the puzzle, when the company realizes the full value of its brand, but can not express it in concrete figures. After many researches, the optimal solution was found, and since early 2010, the agency MPP Consulting has established long-term project of the national brands evaluation. Using the developed methodology in 2011 the rating of the most valuable brands of Spain was created. The main task of the rating PolBrand 2011 was to determine the 100 most expensive Polish brands, as well as their current real market value, based on the financial performance of companies using such brands (trademarks), as well as the positions of each company in the market and prospects for development both companies and their brands. It is worth noting that the ranking only includes brands created in Poland or for Polish goods (services), although how much later they became known at national or global levels. The geographical origin of brands from Poland was the main criterion for selection of brands (trademarks), assessed in rating. * All rights to brands and trademarks mentioned or referred to in the ranting belong to their respective owners. | PolBrand 2011 | TOP Polish Brands | |2|
  • 3. Methodology The methodology of the brand evaluation based on the evaluation of activity of companies brand- owners, and also takes into account several factors showing the market conditions that influence the brands, possible threats and perspectives for industries development. This methodology is based on analysis of factors influencing the market value of the brand: the company's position on market, consumer value of brand, as well as factors actual trends for the company and its brand. Brand value calculation formula: V = Fc * (Iq * Gq * Tq * Cq) * Uid V – brand value Fc – composite financial index Iq – investment index Gq – geographical index Tq – technological index Cq - competitive index Uid – unique identity index It is worth noting that the brand value includes only the cost of the brand (name), excluding production facilities, infrastructure, patents, inventions and other tangible or intellectual property. * Value of Brands in rating indicated in millions $ | PolBrand 2011 | TOP Polish Brands | |3|
  • 4. TOP 100 1 - 20 Brand Value, mln.$ Logo Industry 1 Belvedere 1 227 Alcohol 2 PZU 1 202 Insurance 3 Orlen 1 125 Oil & Fuels 4 Żubrówka 689 Alcohol 5 E.Wedel 501 Confectionary 6 Era 498 Telecommunication 7 Żywiec 491 Brewing 8 Absolwent 423 Alcohol 9 Tyskie 355 Brewing 10 Pudliszki 309 Foods 11 PKO 307 Financial services 12 Lech 279 Brewing 13 Sobieski 272 Alcohol 14 Polmos 243 Alcohol 15 Pekao 237 Financial services 16 Biedronka 229 Retail 17 Wawel 223 Confectionary 18 Mlekovita 211 Milk 19 Luksusowa 201,5 Alcohol 20 Tymbark 198 Beverages | PolBrand 2011 | TOP Polish Brands | |4|
  • 5. TOP 100 21 - 40 Brand Value, mln.$ Logo Industry 21 Tatra 194,5 Brewing 22 Soplica 193 Alcohol 23 Lukas Bank 189,5 Financial services 24 Hortex 188,5 Foods 25 Reserved 178 Clothing & Fashion 26 Piątnica 176 Milk 27 Wyborowa 172 Alcohol 28 Morliny 167,5 Foods 29 Winiary 165 Foods 30 Lubella 154 Foods 31 Harnaś 144,5 Brewing 32 Olej Kujawski 143 Foods 33 Nałęczowianka 142 Beverages 34 Bakoma 141 Milk 35 Łaciate 139,5 Milk 36 Warka 135,5 Brewing 37 Bank Millennium 133 Financial services 38 Sokołów 132 Foods 39 Kasztelan 131,5 Brewing 40 Gatta 129 Clothing & Fashion | PolBrand 2011 | TOP Polish Brands | |5|
  • 6. TOP 100 41 - 60 Brand Value, mln.$ Logo Industry 41 Warta 128 Insurance 42 TVN 126 Media 43 Apart 122,5 Jewelry 44 Mleko Łowickie 119 Milk 45 Wólczanka 117 Clothing & Fashion 46 Diverse 116,5 Clothing & Fashion 47 LOT 115 Transport 48 Bella 114 Hygiene goods 49 Jutrzenka 111,5 Confectionary 50 Telekomunikacja Polska 109 Telecommunication 51 Dębowe Mocne 103,5 Brewing 52 Amica 103 Household equipment 53 Bank BPH 101 Financial services 54 Goplana 99,5 Confectionary 55 Krakus 98,5 Foods 56 Żubr 98,2 Brewing 57 Cersanit 98 Construction materials 58 Empik 97,4 Retail 59 Black Red White 95 Furniture 60 Koral 94,5 Foods | PolBrand 2011 | TOP Polish Brands | |6|
  • 7. TOP 100 61 - 80 Brand Value, mln.$ Logo Industry 61 Okocim 90 Brewing 62 Rolnik 89,5 Foods 63 Amino 89 Foods 64 TVP 88,5 Media 65 Cisowianka 87 Beverages 66 Café Prima 83,7 Coffee 67 Bakalland 83 Foods 68 Drosed 81,4 Foods 69 Kamis 79 Foods 70 Bliska 77,5 Oil & Fuels 71 Prymat 77,3 Foods 72 Łowicz 76,2 Foods 73 W.Kruk 76 Jewelry 74 Smyk 73,4 Clothing & Fashion 75 Ludwik 71,2 Household chemistry 76 Rama 71 Foods 77 E 70,8 Household chemistry 78 Zelmer 70 Household equipment 79 Fortuna 68,9 Beverages 80 Key 68,6 Clothing & Fashion | PolBrand 2011 | TOP Polish Brands | |7|
  • 8. TOP 100 81 - 100 Brand Value, mln.$ Logo Industry 81 CCC 67 Clothing & Fashion 82 Luksja 66,4 Cosmetics 83 Kubuś 65,8 Beverages 84 Cropp 65,5 Clothing & Fashion 85 Rzeczpospolita 65 Media 86 Sphinx 63,4 HoReCa 87 Kupiec 61,4 Foods 88 Atlantic 61 Clothing & Fashion 89 Woseba 60,3 Coffee 90 Delma 59,8 Foods 91 Saga 59,6 Foods 92 Lotos 59 Oil & Fuels 93 Dębica 57,5 Chemistry 94 Polskie Młyny 56,6 Alcohol 95 Canpol babies 55 Toys 96 Wojak 54,5 Brewing 97 Podravka 53,7 Foods 98 AA Cosmetics 53 Cosmetics 99 Łomża 52,4 Brewing 100 Śnieżka 52 Construction materials | PolBrand 2011 | TOP Polish Brands | |8|
  • 9. Conclusions The rating PolBrand 2011 is the 16-th rating in 2011 published under the project TOP National Brands. The issue of defining the most expensive national brands is not new, and consist not only in the complexity of the assessment, but in the presence of a single methodology that would unify the approach to this process regardless of the regional characteristics of individual countries. That is why the primarily goal was to create a single universal methodology to assess the brands that can be used to determine the real market value of any brand in any market. Process of developing the methodology was started in 2006 and only four years later she was finally worked out in practice and has shown its real effectiveness. Thus, the use of this rating method of evaluation reflects most accurately the elements forming the current market value of each brand, and allows us to create the rating of the most expensive national brands in a single country. We hope that this rating, as well as an evaluation technique will be in demand by companies and investors, and help more accurately and quickly determine the current real market value of each brand. MPP Consulting Kiev, Ukraine +380 44 3614647 www.mppconsulting.com.ua office@mppconsulting.com.ua | PolBrand 2011 | TOP Polish Brands | |9|