The Kyivstar mobile operator is in the lead / Photo from Delo.ua
Large multinational brands created outside Ukraine were not taken into account.
The Ukrainian Korrespondent media outlet has released its rating of the country's 50 most expensive brands in issue No. 13.
The top five are the Kyivstar mobile operator (US$251.7 million), the Rozetka online retailer (US$209.9 million), the Darnitsa pharmaceutical company (US$179.2 million), the Morshynska natural table water brand (US$177.5 million), and Ukraine's No.1 state-owned PrivatBank (US$171.5 million).
The Nova Poshta express delivery service, telecoms giant PJSC Ukrtelecom, Ukraine's state-owned Oschadbank ("State Savings Bank of Ukraine"), the Citrus online retail service, the Epicentr K chain of building and home improvement stores, the Roshen confectionery corporation, the OLX online marketplace, and Ukraine's largest air carrier Ukraine International Airlines (UIA) are among the top 20.
Read alsoUkraine's No. 1 bank transfers over US$900 mln in dividends for 2019 to budget
The main principle of the rating remained unchanged: large multinational brands created outside Ukraine were not taken into account.
Commenting on the results of the study, Korrespondent notes the cumulative increase in the value of brands, despite the coronavirus-related crisis and quarantine introduced in the country. In particular, the total value of the first 10 brands was US$1.7 billion in 2019, while this year it is US$1.8 billion.
In addition to the continued growth of the business operating in the food industry, alcohol industry, retail and pharmaceutical manufacturers also demonstrate high rates, experts say. For example, the Darnitsa company rose from 4th to 3rd place in the ranking compared to 2019, having increased the brand value from US$172.2 million to US$179.2 million.
"It is important that the Ukrainian consumer 'comes up' to pay not only for the specific nature of the product or service. They are ready to pay for the emotions they get from communicating with the brand, as well as for confidence in the predictable quality of a particular product," the authors said.
When calculating the value of the brands, the editorial staff took into account Ukraine's key macroeconomic indicators (GDP, inflation), the financial performance of brands, as well as their advertising activity.
The Ukrainian Korrespondent magazine is part of the Ukrainian Media Holding and has been published since 2002.