Despite the coronavirus pandemic, the total value of the most expensive brands in Ukraine increased by 1.5%. The Korrespondent magazine compiled the brand rating.
Thus, the top five most expensive brands in Ukraine included Kyivstar ($ 225.48 million), Rozetka ($ 210.42 million), Darnitsa ($ 187.23 million), Morshynska ($ 173.25 million) and Nova Poshta ($ 170.01 million).
Traditionally, only Ukrainian brands are included in the rating. Multinationals created outside the country are not considered.
When compiling the list, subjective indicators that are difficult to measure were not taken into account. Key macroeconomic indicators, such as GDP dynamics, inflation rates, etc., were also left out of brackets, since due to the coronavirus pandemic, the Ukrainian economy in 2020 decreased its growth rate by 4%.
“Ukrainian companies have become less susceptible to problems in the economy, and during a crisis, leaders win in comparison with those who catch up with them. Because in difficult times people want to trust those, to whom they bring their money. And trust is almost a key component of a brand, and therefore, and its value. ” – the article says.
It is noted that the three leaders – Kyivstar, Rozetka and pharmaceutical company Darnitsa, demonstrated the largest growth in brand value.
“And it is not surprising: the very top of the rating includes exactly those companies for which the brand and its perception in society is not an empty phrase,” the authors of the rating note.
The final list of the rating includes representatives of over a dozen industries: food and alcohol industry, fuel and energy and construction business, online commerce, distributors of household appliances and portable electronics, retail chains, banks, telecom companies, pharmaceutical giants, logistics and transport companies…
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