PZU is the most recognizable brand in Poland. It is spontaneously mentioned by 81%* of Poles. Aided brand awareness is at the level of 99%**.
The dominant corporate brand within the Group is that of PZU. It is used to identify the PZU Group, 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 – companies in Ukraine and the Lithuanian branch in Estonia and Lithuanian company PZU Lietuva Gyvybes Draudimas (PZU Lithuania Life).
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.
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.
The independent brands that joined the PZU Group in 2015 and 2017 are Alior and Pekao bank brands, respectively.
In 2020, the Cash brand joined the PZU Group’s architecture. It denotes a company under the name PZU Cash managing the website offering financial employee benefits.
PZU Group's brand architecture (corporate umbrella model)
*Constant brand monitoring, CAWI, nat-rep 18-55, 2022 figures
**Share of respondents from the target group declaring brand awareness after its recognition from a list – Internet survey