OREANDA-NEWS. November 2, 2007. Rating agency Interbrand Zintzmeyer & Lux AG and weekly magazine BusinessWeek Russia released their third annual rating of the 40 most valuable Russian brands, and for the first time Russian retail chain Pyaterochka was on the list.

Brand value is determined according to a methodology developed by Interbrand Corp., the parent company of Interbrand Zintzmeyer & Lux AG. The rating’s main criterion is the profit share that the company receives due to its brand. The agency also considers the level of influence the brand has on the company’s non-material assets, its market positioning, and any risks associated with it.

The Pyaterochka chain placed tenth in the ratings, which demonstrated a 14 percent growth in the brand’s value over the last year. X5 Retail Group’s Head of Corporate Communications Gennady Frolov said, “The main components of the Pyaterochka brand’s success are twofold: striving to constantly develop and the company’s active social policy.” He also emphasized the importance of the company’s slogan “The closest, lowest prices,” which “completely corresponds to the central principle behind the Pyaterochka chain and positively influences our customers’ brand loyalty.”