Katarzyna Zajdel-Pawlak of NielsenIQ speaks during the 2026 “Best Brands Poland” awards ceremony in Warsaw on Thursday.Photo: Danuta Isler/Polish Radio
The awards recognise brands that combine commercial success with strong consumer appeal, including perceived innovation and a positive shopping experience.
Award winners were selected based on a study conducted by researcher NielsenIQ, which evaluated both market performance and consumer perception.
Unlike many industry awards, the results are based solely on consumer choices rather than decisions by a panel of judges.
"The jury consisted of consumers who were effectively voting with their wallets through their everyday purchasing decisions," said Katarzyna Zajdel-Pawlak of NielsenIQ.
She said the methodology combines measures of "share of wallet" and "share of soul," reflecting both spending patterns and emotional connection to brands.
The awards, sometimes described as the "marketing Oscars," were presented in six categories this year. Winners included Lay’s, Lubella, IKEA, Neboa, Media Expert and Rossmann.
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Click on the audio player above to listen to a report by Danuta Isler.