In this year’s edition of Best Brands Poland 2025, like in previous years, the nominated brands were selected based on research conducted by NIQ. Thanks to a unique methodology, the study aims to measure a brand's true strength using two key indicators.
The first is “Share of Soul”, which reflects the brands that have earned consumers’ trust, recognition, and—most importantly—their hearts. The second is “Share of Wallet”, which captures a brand’s actual market success in Poland.
In this 4th edition, as many as 400 brands across 40 product categories were included in the study. To develop the Best Brands Poland report, 8000 interviews were conducted with Polish consumers. Based on this data, 60 of the strongest brands in Poland will be identified, along with 6 leading brands in 3 main award categories.
- Cross Category Awards: These include the flagship Best Brand Overall, awarded to the brand that combines market success with emotional engagement, and Best Polish Brand, which highlights innovative and modern brands with Polish roots.
- Category Awards: These include Best Entertainment Brand, awarded to brands that are transforming the world of entertainment and technology, delivering unforgettable experiences to users, and Best Services Brand, which recognizes brands that deeply understand their customers’ needs, offering services that simplify life and are tailored to expectations.
- Excellence Awards: These awards recognize brands that are excelling in today’s fast-changing environment, such as Best Gen Z Food & Beverages Brand, honoring the brand that best meets the needs and expectations of the young generation, and Best E-commerce Fashion Brand, awarded to the brand that merges reliable online shopping with the latest fashion trends.
Categories 2025
The highest honor in the competition is awarded to the brand that achieves outstanding sales performance while holding a prominent place in consumers' minds. This award celebrates a brand with exceptional customer loyalty—one that successfully engages its audience and builds lasting relationships by offering unique and positive brand experiences.
This category recognizes brands of Polish origin that stand out through modernity and an innovative approach. These are brands spoken of with respect for their high-quality services and their ability to set market standards.
Winners are uniquely Polish brands that have built a strong market position, serve as a source of national pride, and show potential for international success. These are companies that inspire, lead their categories, and actively shape the future of their industries.
This award goes to brands that innovatively merge technology with emotion, redefining today’s entertainment standards. It honors companies that make leisure time even more enjoyable, delivering unforgettable emotional experiences.
Through cutting-edge technology, these brands offer unique, on-demand entertainment experiences—anytime, anywhere.
Nominees in this category include industry leaders in technology and entertainment, such as game console manufacturers, TV and smartphone producers, and streaming platforms that are setting the pace in the digital entertainment landscape.
This award celebrates brands that deeply understand their customers’ needs, offering services that simplify life and align perfectly with consumer expectations.
Winners in this category are trusted companies that consistently deliver positive experiences. Their products and platforms are user-friendly, intuitive, and convenient—whether through apps or websites—making every interaction effortless and enjoyable.
This award honors the brand that combines the reliability of online shopping with the latest trends in fashion.
The winner stands out on two key levels: it meets consumer expectations in e-commerce by ensuring secure transactions, convenience, fast delivery, and easy returns; and it aims to inspire by staying on trend and helping customers express their individual style.
It’s a brand that delivers not just fashion, but an elevated shopping experience—offering competitive prices and a curated selection tailored to the needs of modern, conscious consumers.
This award honors the brand that combines the reliability of online shopping with the latest trends in fashion.
The winner stands out on two key levels: it meets consumer expectations in e-commerce by ensuring secure transactions, convenience, fast delivery, and easy returns; and it aims to inspire by staying on trend and helping customers express their individual style.
It’s a brand that delivers not just fashion, but an elevated shopping experience—offering competitive prices and a curated selection tailored to the needs of modern, conscious consumers.
Best Brand Overall: Lay's
Best Polish Brand: Lubella
Best Beauty & Self-Care Brand: Nivea
Best Life Changing Technology Brand: Apple
Best Brands Best Momentum Brand: Dyson
Best Sustainability Brand: OnlyBio
Best Overall Brand: Samsung
Best Polish Brand: Biedronka
Best Sustainable Brand: Bosch
Best Omnichannel Brand: Media Expert
Best Customer Centricity Brand: Allegro
Best Brand Overall - JBL and Samsung
Best Polish Brand: Winiary
Best Omnichannel Brand: Samsung
Best Sustainable Brand: Lidl (Bio Organic)
Best Life Changing Technology Brand: InPost
Best Brand For Tough Times: Castorama
