OREANDA-NEWS. 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, the press service of X5 Retail Group announces.
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".

Pyaterochka and Perekrestok have merged their operations as of 18 May  2006 to create the clear leader in the Russian food retail market.The Group's Net sales for the 1H 2007 were US$ 2,348 million, up +49%  vs. 1H 2006. The Pyaterochka chain provided US$ 1,306 million of net  sales; the Perekrestok chain contributed US$ 1,042 million of net sales.