Management of the PZU Group’s brands

PZU is the most recognizable brand in Poland. According to spontaneous brand awareness studies, awareness of the PZU brand reaches 89%, while prompted brand awareness is 100%¹. Even though it is associated mainly with insurance, the PZU Group umbrella contains several brands. They differ in terms of the visual systems used, target groups and business models.

The main brand used is the PZU corporate brand. This brand is used to identify the PZU Group itself, most of its companies operating on the Polish market (PZU, PZU Życie, PTE PZU, TFI PZU, PZU Pomoc, PZU Zdrowie, PZU Centrum Operacji), as well as some of the international companies – the Ukrainian companies and the branch in Estonia.

In the PZU Group’s architecture, there is also a group of PZU family brands. This family is formed by companies whose names do not reference the parent company brand, such as AAS Balta and TUW PZUW. However, their logos look similar to the corporate brand. These companies also use similar visual identification systems.

The last level of brand architecture is the independent brands group. This category includes the brands within the PZU Group, the names and visualization of which differ from the corporate brand, such as Lietuvos Draudimas and Link4. Both companies are distinguished by their high prompted brand awareness (96%) on the Lithuanian and Polish markets.

The independent brands which joined the PZU Group in recent years are Alior (2015) and Pekao (2017). Both are the leading banks with regard to brand awareness in the category of banks according to the study by Kantar Millward Brown. At the end of December 2018, the prompted awareness of the Pekao brand was 95%².

PZU Group brand architecture (the “corporate umbrella” model)

¹ Study conducted by the Gfk Polonia Institute, 2019
² Customers of Banks in Poland, Kantar Millward Brown, 2018