The Media Monitoring Institute and Press magazine have published the Top Brand 2025 report, which presents the results of the most important study of brand strength and its presence in the Polish media. The University of Gdańsk ranked 149th among the 500 strongest brands in Poland and 9th in the industry ranking of universities. UG is the only higher education institution from Pomerania to be included in the ranking.
The Top Brand 2025 survey covered over 17.1 million social media posts, 10.1 million messages on internet portals and 1.3 million press articles published between 1 July 2024 and 30 June 2025.
The key indicator of the Top Brand ranking is the media strength of the brand. It consists of three basic criteria: the number of mentions, audience reach and audience sentiment index. The most important component of brand strength is impact, i.e. the estimated reach of information about the brand to the audience, calculated on the basis of data on the reach of the medium. For the University of Gdańsk, the impact index was over 341 million, which means that in the analysed period, information about our university gained over 341 million unique views!
Another important factor taken into account is the sentiment index: each mention of a given brand was assigned a value depending on its tone (negative, neutral or positive), and then the proportions between the number of publications with different tones were calculated. The sentiment index of the University of Gdańsk was 1.26, which means that most media mentions about the university had a positive tone.
It is also worth noting that the presence of the University of Gdańsk in the media is primarily related to the scientific research conducted at the university.
‘Researchers at the University of Gdańsk are conducting groundbreaking research in the fields of health care, environmental protection, the Baltic Sea ecosystem and psychology, obtaining patents for inventions that contribute, among other things, to improving disease diagnosis, increased cyber security and sustainable development, as well as conducting educational and science popularisation activities,’ - says UG Spokesperson mgr Magdalena Nieczuja-Goniszewska. ‘We regularly share this research with journalists, and because its results often translate into solutions to specific social problems, they arouse the friendly interest of the public. In addition, researchers from the University of Gdańsk often appear in the popular media as experts, which proves the high level of trust in their knowledge and competence.’
The quality and credibility of the scientific research conducted at the University of Gdańsk, confirmed in university rankings, e.g. in the ‘Perspektywy’ ranking, or in the rankings of the most influential scientists, is a very important factor influencing the university's presence in the Top Brand report. The University's alignment with the key values and trends of the modern world, such as inclusiveness, sustainable development, support for social equality and internationalisation, also confirmed in rankings (e.g. THE Impact Ranking), is also significant.