According to marketers, the advertised brand increases the profit from the product by 10-20%. That is how much the buyer is willing to pay for emotions associated with the brand.

What goods bring the most pleasure to Ukrainian customers? The answer to this question is given by MPP Consulting, which at the end of last 2018 counted the most profitable and recognizable brands in Ukraine.

To calculate the “gold” brands, a special technique was applied, which took into account not only the company's profit, but the value of the brand as a whole. The freshness and originality of the product presentation on the market was also evaluated. According to the results, a list of brands that were lucky to be at the top of consumption of Ukrainian society was published.

10. Kyivstar

Cost: 155 million dollars
Category: telecommunications

The first ten top Ukrainian brands of 2019 are occupied by companies engaged in the production of food and beverages, as well as those working in the service sector.

Kyivstar mobile communications company (and not only) was no exception. “Kiev Star”, which is exactly how the brand name is translated, has been shining in the Ukrainian horizon for almost a quarter of a century and is not going to give up its positions at all. Today it is one of the largest mobile operators in all of Europe. You can get a favorable tariff from Kyivstar not only in cities, but also in remote villages, since the company's telecommunications network covers almost 30 thousand settlements.

9. ATV

Cost: 157 million dollars
Category: retail

This retail chain is known for its attractive pricing for frugal shoppers. ATV operates according to a discount model, that is, network prices are usually lower than the average market prices.

Although the conflict in the Donbass had a great influence on the points of sale of the network (more than 150 stores had to be closed in the war zone), ATV is still one of the strongest players in the Ukrainian market. Every day there are over 3 million Ukrainians.

However, ATV not only sells, but also produces goods: approximately 1/5 of the entire assortment is the company's own products.

8. Nemiroff

Cost: 196 million dollars
Category: alcoholic drinks

This is not only one of the most expensive brands in Ukraine, but also one of the very first alcohol companies where foreign investment has found its way. Since then, the company has become one of the largest suppliers of alcohol not only to the Ukrainian and Russian markets, but also around the world. It is vodka from Nemiroff that can often be found in the most popular duty-free in the world.

Although open advertising of alcoholic products in Russia is prohibited, Nemiroff very actively uses hidden advertising, buying the right to portray its products in films and TV shows, as well as sponsoring sports events.

Latin adds an additional appeal to the brand:

1. Firstly, it looks more representative than the Cyrillic alphabet.
2. Secondly, it’s easier to enter the international market because you don’t have to bother with re-branding.
3. And thirdly, it is easier for consumers to associate goods in Latin with the notorious “European quality”.

7. Roshen

Cost: $ 206 million
Category: confectionery industry

The beloved brainchild of the now former Ukrainian president is still in the top 10 best Ukrainian brands. Yes, the founder of the company is Petro Poroshenko himself, who gave the company a name by removing the first and last syllables from his surname.

And although Poroshenko publicly announced that he would sell the company after winning the election, he did not keep his promise. Who, in their right mind, is ready to give up a chicken that lays chocolate eggs? Therefore, he just transferred his shares to an independent trust fund, where they waited for his loss in the elections.

Roshen was actively trying to break into the Russian market, and even opened a factory in Lipetsk. However, due to friction between the two states, she had a hard time.

First, the supply of products was “frozen” allegedly because of its poor quality and the content of substances harmful to health. Then Moscow arrested all the funds of the company. And in April 2017, it was necessary to stop production at the Lipetsk factory. But, despite this, Roshen is thriving in Ukraine. Even despite all the rumors about what Roshenov candies actually make of.

6. Khortytsya

Cost: 229 million dollars
Category: alcoholic drinks

Oddly enough, alcohol brands appeared in Ukraine relatively recently. Until the beginning of the 21st century, manufacturers preferred every two or three years to launch a new brand on the market, which everyone soon forgot about.

The reason for this behavior of manufacturers is the opinion of buyers that the quality of the goods is taken care of only at the very beginning of the brand’s entry into the market, and then it begins to inevitably fall. But after 2010, they began to invest a lot of money in alcohol brands. And a vivid example of this is Khortytsa, whose products have been awarded numerous awards since 2014.

Interestingly, the premium Khortitsa vodka varieties are purified using minerals and precious metals.

Vodka of this brand is famous for its mild taste and is popular not only in Ukraine but also abroad.

5. Sandora

Cost: 231 million dollars
Category: soft drinks

Although Sandora has been owned by the international holding company PepsiCo for ten years now, even before the purchase, it solely held almost half of the Ukrainian juice market.

And after the purchase, the traditional PepsiCo drinks were added to the assortment of the company: various varieties of Pepsi, Mirinda, bottled Lipton tea, etc. Sandora does not disdain mineral water, since Pepsi imports mineral water from the Essentuki themselves.

4. Privatbank

Cost: 237 million dollars
Category: finance

Although Privatbank began as a private bank, after nationalization carried out a couple of years ago, it turned into 100% state-owned. What was very dissatisfied with its previous owner - Ukrainian billionaire Igor Kolomoisky.

This is a kind of Ukrainian version of Sberbank, which reigns supreme in the banking sector in terms of the number of individuals and legal entities served. More than half of Ukrainians keep their savings in bank capsules of Privatbank.

3. Rozetka

Cost: $ 244 million
Category: online trading

According to statistics, e-commerce is the fastest growing market segment in Ukraine. Every year he adds in volumes by almost a third. And Rosette is the largest online supermarket in the country. There you can buy literally everything - from household appliances and electronics to clothing, alcohol and medical supplies.

In addition, “Rosette” provides its website for everyone who wants to sell their own products through well-established and popular retail channels.

But if in 2005 the manufacturers of perfumes did not refuse to cooperate with Rozetka, which then existed only in the project, everything could have gone differently. The idea to reorient the failed perfume company to sell electronics belonged to Vladislav Chechetkin. And now he, together with his wife Irina, owns one of the most profitable online hypermarkets in the post-Soviet space.

2. Novapost

Cost: $ 285 million
Category: logistics

Like Rosette, Nova Poshta has risen in e-commerce. Although the company was founded in the early 21st century, it began to expand rapidly only with the growing popularity of online sales. And to this day, one of the leading places in the volume of deliveries from "Post" is delivery from online stores.

The second most recognizable Ukrainian brand in 2019 specializes in express delivery of goods. True, as it turned out, for “Post” in the competition all means are good. Last year, the company received a fine for disseminating misinformation about its competitor - they say they delivered goods from the United States much more slowly than Post.

1. Morshinskaya

Cost: 533 million dollars
Category: soft drinks

For the second year, the title of the most recognizable and, accordingly, the most expensive brand of Ukraine belongs to the producer of mineral water.

Not only that, “Morshinskaya” almost one and a half times overtook the second place in the rating in terms of price, so the price of the brand continues to grow. Over the past year, she gained more than 5% in weight.

The most interesting thing is that the most popular brand in Ukraine is actually owned by Russian oligarchs. Produces the Morshinsky IDS Borjomi, which, in turn, is part of the Alfa Group under the leadership of Mikhail Fridman and German Khan.

Watch the video: Trade With Ukraine eng (November 2024).