KPMG: half of the top brands on the local market are Polish

According to the KPMG report on the top 100 brands on the Polish market, 51 of them are Polish.

“Polish companies understand Polish consumers well, know how to build brands and manage their clients' experiences effectively,” said Andrzej Musiał from KPMG.

Cosmetic producer Ziaja was voted as the top brand on the Polish market followed by Nike and Hilton respectively. The report covered only non-food retail brands.

“For Polish consumers, the basis for building positive customer experiences in the brand-customer relationship is credibility as a fundamental pillar and personalization as a distinctive pillar. Although the reliability weight dropped by 3 percentage points from the first quarter of 2017, it is still crucial for Poles. The new challenges in building reliability are digitization and increasing the importance of personalization,” said Jan Karasek, partner at KPMG in Poland.