Kruk S.A.

The KRUK brand is recognized by almost 60 per cent of Poles,  shows a debt collection brand research conducted by survey centre Pentor. KRUK is undoubtedly the most recognized brand in the Polish receivables management sector – on both unaided and aided basis.

In the span of one year, KRUK brand awareness has grown among Poles by as much as 15 percentage points. In the last survey conducted in December 2010 it stood at 44 per cent. The above growth is no doubt a result of the company’s pro-settlement strategy conducted with respect to people with debts and of the accompanying media blitz. KRUK has focused on a financial education campaign targeted at Poles with debts using innovative communication methods such as TV spots, how to articles in regional and lifestyle magazines as well as product/idea placement in the “M jak Miłość” (L for Love) TV series. Two episodes of the series in which the patriarchs of the Mostowiak family overcome their debt problem were watched by an average audience of close to 7 million viewers.

The above activities contributed to reaching nearly 60 per cent of total brand awareness (after summing up of both unaided awareness and awareness prompted with company name and logotype).

“The results of the survey show that among the debt collection companies covered by the survey KRUK is the most recognized one in Poland. The result of the second most recognized brand was 5 times lower (12% brand awareness).” - says Marta Świtajska, Senior Research Executive at TNS Pentor.

It is worth noting that the number of people who were not able to recall the name of any debt collection company has dropped significantly over the last year. The knowledge of Poles about the sector has been growing thanks to the dynamic development of the receivables management industry and as a result of media campaigns conducted by KRUK.
The survey was conducted in November 2011 on a representative sample of around 1,000 adult Poles. The working relationship between KRUK and TNS Pentor was started in 2010 and includes cyclical research of debt collection company awareness in Poland.

Chart 1: Total aided brand awareness* in December 2010 and November 2011. Source: TNS Pentor

* Total aided awareness comprises total unaided awareness and awareness prompted with the companies’ names and logotypes.

Chart 2: Aided brand awareness* in December 2010 and November 2011. 
Source: TNS Pentor


* Aided awareness comprises total unaided awareness and awareness prompted with the companies’ names.

Chart 3: Unaided brand awareness* in December 2010 and November 2011. 
Source: TNS Pentor


* Spontaneous (unaided) awareness includes top-of-the-mind awareness and the remaining responses.