Top Marka 2023: SGH third strongest brand in the ‘Universities’ category
SGH Warsaw School of Economics has retained its place on the podium in the Top Marka (Top Brand) ranking of universities in 2023 and has once again climbed in the overall classification of brands present on the Polish market.
In November 2023, the PRESS magazine and PSMM Monitoring & More published the results of the Top Marka 2023 report. It was the 16th edition of the media survey of brand recognition on the Polish market. The most popular corporate, product and pro bono brands are classified in 50 categories – these include universities, consulting, banks, television, software producers, charitable projects, research agencies, electronic payments, popularisation of culture and Internet portals. On top of this, an overall ranking comprising 500 entries is prepared.
The authors highlight the study’s practical implications: brand image is one of the key elements that gives stakeholders information about a brand’s potential, value and strength.
This year, the study covered more than 1.5 million press articles, nearly 16 million online materials and 28.3 million posts published on social media such as X (formerly Twitter), Facebook, Instagram and YouTube. The content analysed was from the period from 1 July 2022 to 30 June 2023. The position in the ranking is determined by the number of publications, the impact factor, which allows to estimate the reach of the information based on the consumption data of the given medium, as well as the sentiment indicator, which assesses the quality of the message.
So how did SGH fare? In the ‘Universities’ category, SGH Warsaw School of Economics came third, placing just behind the University of Warsaw and Jagiellonian University, and ahead of Adam Mickiewicz University in Poznań and Warsaw University of Technology. Consequently, SGH maintained its position on the same step of the podium as the year before as in 2021, when our university also came third.
SGH remains one of the strongest brands in the press, on the internet and in social media, claiming 110th place in the overall ranking of as many as 500 brands. This is an increase of two positions compared to 2022 and as many as eight compared to 2021. In terms of brand strength – the combination of variables such as the number of contacts people have with the brand and the quality of the messages addressed to them – SGH scored 729,167 points. This places the university ahead of the legendary Coca-Cola, among others.
SGH featured more frequently in monothematic publications than in multi-topic ones. The internet accounts for the largest share of publications concerning our university (61.8%), with social media accounting for a significant proportion (33.5%; in comparison, the press accounts for less than 5%).
ESTERA FLIEGER, Organisational and Legislation Unit, SGH Rector’s Office
