Brand strength

In 2014, the ORLEN brand value amounted to nearly PLN 4.4bn PLN, having grown 12% year on year. PKN ORLEN was named Poland’s Most Valuable Brand for the eighth consecutive time. The Most Valuable Polish Brands ranking, based on financial criteria and customer surveys, is organised every year by the Rzeczpospolita daily.

Given that PKN ORLEN has been on the market only for 14 years, the fact that it successfully maintained the leading position for eight consecutive years is the best evidence of its unprecedented growth. Since 2007, when PKN ORLEN for the first time reached the top place in the ranking, its brand value has grown by nearly 70%.

PKN ORLEN is not only consistently expanding its service station network but it also introduces new store formats and revamps existing stations to ensure that they meet world-class standards. This network expansion is pursued through increasing the share of premium stations, investments in the prestigious Motorway Service Areas, as well as expanding the Company’s roadside cafe and bistro chains Stop Cafe and Stop Cafe Bistro (close to 1,300 locations). In order to meet growing expectations of the customers, we are testing a new convenience store format. We have been also building PKN ORLEN brand by making our stores more accessible and convenient for people with disabilities, parents with babies, cyclists, and by implementing loyalty programmes addressed to retail customers, micro firms and companies with large vehicle fleets. More than 11 million customers have used the VITAY Programme since its launch in December 2014.

In terms of brand perception by retail customers, PKN ORLEN is an undisputed industry leader. The brand value is also built by the Company’s other business segments − integrated operations in refining and petrochemical production, supported by state-of-the-art industrial power generation and the developing upstream segment. In all those areas, PKN ORLEN is a proven and reliable trading partner, while the ORLEN brand stands for high quality of products and services, innovation and advancement.