The HOOP brand was classified among the strongest brands on the Polish market and awarded a Superbrands Polska title.
This year the Superbrands contest has been organised in Poland for the first time.
Part 1 of the contest consisted in selecting the strongest brands in each of the 30 participating countries. In Poland, the Brands Council rated 1,200 consumer brands using a twenty-point scale. Each brand scoring an average of 12 or more points in Poland was awarded the Superbrands Polska title and a diploma confirming its status. The independent Brands Council, grouping the branding world’s leading personalities, voted for including the HOOP brand into the Superbrands Polska group. Only a few of the brands on the original list scored high enough to receive the Superbrands Polska title.
In 2004, the Brands Council had the following composition:
Piotr Aleksandrowicz – Editor-in-Chief of Businessweek Polska
Henryka Bochniarz – President of the Executive Board of the Polish Confederation of Private Employers
Mirosław Boruc – President of the Executive Board of Fundacja Promocja Polska – Instytut Marki Polskiej (Poland Promotion Foundation at the Institute of Polish Brands)
Adam Dyszyński – General Director of Heinz Polska Sp. z o.o.
Jacek Dzierwa – President of the Executive Board of Pro Marka (Polish Association of Branded Goods Manufacturers)
Jarosław Filipek – President of the Executive Board of Codes Consulting
Tomasz Gryżewski – Corporate Relations Director at PKN Orlen SA
Paweł Kastory – President of the Executive Board of DDB Warszawa (Association of Advertisting Agencies)
Grzegorz Kiszluk – Editor-in-Chief of Brief
Nina Kowalewska-Motlik – President of the Executive Board of New Communications
Paweł Kowalewski – President of the Executive Board of the Polish Chapter of the International Advertising Association
Krzysztof Kruszewski – President of the Executive Board of SMG/KRC Millward Brown Co.
Aleksander Krzyżowski – General Director of Pro Marka (Polish Association of Branded Goods Manufacturers)
Vadim Makarenko – Journalist of Gazeta Wyborcza
Krzysztof Najder – Partner of Stratosfera
Marian Owerko – President of the Executive Board of Uno Fresco Tradex Sp. z o.o.
Wojciech Romański – Editor-in-Chief of Businessman Magazine
Waldemar Tevnell – President of the Executive Board of Bonnier Business Polska Sp. z o.o.
Anna Zakrocka – Head of the Trademarks Team of Patpol Sp. z o.o.
Andrzej Zdebski – President of the Executive Board of Polish Information and Foreign Investments Agency
Jarosław Ziębiński – President of the Executive Board of Leo Burnett Polska Advertising Agency
Part 2 of the contest will involve the publication of an album – known internationally as the Bible of Branding – a study of the winning Polish brands. It is a compendium of information on the marketing success stories of the leading market brands.
Part 3 will be a ceremony at which awards for the winning brands in respective product categories will be presented.
Only the top-rated brands may participate in the Superbrands Polska programme.