The ORLEN brand has become the Polish synonym of world-class products and expansive enterprise, a company observing the principles of corporate social responsibility, ethics and corporate governance, and full transparency.
Currently, the ORLEN brand covers a network of fuel stations in Poland and Lithuania, fuel products, petrochemical products and operating fluids. The image of the brand also created by the ORLEN Racing Team, which represents the company and the country in all the important race events in Poland and abroad. The ORLEN brand also involves charity activities of the ORLEN DAR SERCA Foundation, which supports in particular family children’s homes.
For the second time in a row, our corporate brand won the first place in the MARQA ranking of most valuable Polish brands, valued at PLN 2,869.1 mn. We reported an 11% increase in brand value compared to 2007. The ORLEN brand won the title of “High Reputation Brand” in the business category, awarded in an independent ranking of brands in Poland, “PremiumBrand”.
Drivers – our retail customers – position our corporate brand among the leading brands on the Polish market. This is confirmed by the results of surveys, which show that the ORLEN brand enjoys 100 percent prompted awareness and 83 percent spontaneous awareness [2]. Incessantly since 2002 (in 2008, for the 7th time), ORLEN brand fuel stations have won the Golden Emblem of the European Trusted Brands in a consumer survey conducted across Europe by Reader’s Digest. The brand’s stable position proves that customers trust our distribution network.
Another example of ORLEN brand’s high position on the domestic market is the Superbrands Polska title, won for the third time in a row in the largest-scale opinion survey concerning brands in Poland. For us, this is important that the selection of respondents was approved by the Brands Council composed of the chief figures of Polish marketing.
Our marketing activities strengthen the brand image. One of its ambassadors is enriched VERVA fuel, available at ORLEN fuel stations. VERVA is the best known brand in its category (71% [3] awareness in December 2008), ahead of V-Power or Ultimate.
In 2008, we campaigned the BLISKA economy brand, promoting the consumer tailored offer in fuel stations. As a result, the brand prompted awareness went up from 40% to 64% [4].
[2] Source: ”Brand Barometer” study by GfK Polonia of December 2008.
[3] Source: “Brand Barometer” study by GfK Polonia of December 2008.
[4] Source: “Brand Barometer” study by GfK Polonia before the BLISKA brand campaign (November 2007) a and a year after broadcasting the commercial (December 2008).
ORLEN Group's brands
