PZU is the most recognizable brand in Poland. Aided brand awareness is at the level of 99%1.
Even though it is mostly associated with insurance, PZU Group’s brand architecture also covers a few independent brands. They enjoy different visual systems, target groups, and corporate business models.
PZU Group’s brand architecture (the “corporate umbrella” model)
1. Continuous brand monitoring, CAWI, nat-rep 18-65, data for JanuaryDecember 2025; percentage of respondents in the target group declaring familiarity with the brand by indicating it in a list of different brands
