What's in a (brand) name?
The study, conducted by ad agency Young & Rubicam and public relations firm Burson-Marsteller, found that Polish consumers most readily recognize local brands, the strength of local brand names lags behind foreign brands flowing into the market.
"These new international brands are creating new needs," said Agnieszka Grynkiewicz, research manager at Young & Rubicam Poland.
Researchers said their 1995 survey was the first global study of how brands are built. The study of 450 global brands and 6,000 country-specific brands is based on questionnaires completed by 30,000 people in 22 countries. Survey results are based on information from 1993-94.
"Little is known about how brands are created and sustained," said Ben Itty, Young & Rubicam's regional research director for Eastern and Central Europe, during the Warsaw unveiling last week of the "Brand Asset Valuator," a software program that quantifies brand-name strength.
According to the study, Polish brands ranked high in terms of familiarity - that is, they were most readily recognized by consumers. High-ranking brands in this category included E. Wedel, the postal service and Polfa.
But through marketing, international brands have done a better job of establishing differentiation and relevance, researchers found. Differentiation involves giving consumers a reason to switch from one brand to the other, while relevant brands appeal to the needs of a particular target group. Among the most differentiated brands were Camay soap, Prince cigarettes and Absolut vodka. The most relevant brands included Nivea,
E. Wedel and Colgate. (E. Wedel is majority-owned by PepsiCo.)
Grynkiewicz said that differentiation and relevance together are the keys to growth for a brand.
Researchers expect the next phase of the study, to be conducted next year, to show Polish brands gaining strength.
Local brands have not been built as much in this region as in other countries, Itty said. "But a lot of local brands are making a big comeback."
While the database itself is not for sale, Young & Rubicam and Burson-Marsteller will do analyses for clients and non-clients alike.
Some advertising agencies cautioned that brand studies are fallible, especially those conducted by agencies who, after all, are making money by building brands.
So, what's the best way to evaluate a brand's effectiveness?
"In its sales," said Ivan Jones, media director at Saatchi & Saatchi. The same formula worked for respondents' attitudes about countries.
Those involved in the Young & Rubicam/Burson-Marsteller study acknowledged its shortcomings - in Poland only 100 people were surveyed - but said it was meant to serve as a guideline for more comprehensive research.
On a lighter side, the study asked respondents for their world view and found, for example, that Poles held their own country and most others in high esteem, but viewed other Central and Eastern European countries least favorably. Germans, on the other hand, placed all countries near the top. And last but not least, the French view of the world - France was on top, and all other countries far toward the bottom.
"These new international brands are creating new needs," said Agnieszka Grynkiewicz, research manager at Young & Rubicam Poland.
Researchers said their 1995 survey was the first global study of how brands are built. The study of 450 global brands and 6,000 country-specific brands is based on questionnaires completed by 30,000 people in 22 countries. Survey results are based on information from 1993-94.
"Little is known about how brands are created and sustained," said Ben Itty, Young & Rubicam's regional research director for Eastern and Central Europe, during the Warsaw unveiling last week of the "Brand Asset Valuator," a software program that quantifies brand-name strength.
According to the study, Polish brands ranked high in terms of familiarity - that is, they were most readily recognized by consumers. High-ranking brands in this category included E. Wedel, the postal service and Polfa.
But through marketing, international brands have done a better job of establishing differentiation and relevance, researchers found. Differentiation involves giving consumers a reason to switch from one brand to the other, while relevant brands appeal to the needs of a particular target group. Among the most differentiated brands were Camay soap, Prince cigarettes and Absolut vodka. The most relevant brands included Nivea,
E. Wedel and Colgate. (E. Wedel is majority-owned by PepsiCo.)
Grynkiewicz said that differentiation and relevance together are the keys to growth for a brand.
Researchers expect the next phase of the study, to be conducted next year, to show Polish brands gaining strength.
Local brands have not been built as much in this region as in other countries, Itty said. "But a lot of local brands are making a big comeback."
While the database itself is not for sale, Young & Rubicam and Burson-Marsteller will do analyses for clients and non-clients alike.
Some advertising agencies cautioned that brand studies are fallible, especially those conducted by agencies who, after all, are making money by building brands.
So, what's the best way to evaluate a brand's effectiveness?
"In its sales," said Ivan Jones, media director at Saatchi & Saatchi. The same formula worked for respondents' attitudes about countries.
Those involved in the Young & Rubicam/Burson-Marsteller study acknowledged its shortcomings - in Poland only 100 people were surveyed - but said it was meant to serve as a guideline for more comprehensive research.
On a lighter side, the study asked respondents for their world view and found, for example, that Poles held their own country and most others in high esteem, but viewed other Central and Eastern European countries least favorably. Germans, on the other hand, placed all countries near the top. And last but not least, the French view of the world - France was on top, and all other countries far toward the bottom.
