Sustainable Successful Brand. Case Study of Carlsberg Polska and Its Two Major Brands

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With the purpose of expanding the understanding of the main causes that make creating and maintaining successful, strong brands a challenging issue for companies, a qualitative research is conducted in this thesis. It is based on an integrated model of Doyle’ and Stern’s along with Aaker’s approaches discussing building successful/strong brands with the following Doyle’ and Stern’s model discussing sustaining successful/strong brands; thereby selecting a single case study of Carlsberg Polska belonging to brewing potentates on the Polish beer market and two of its major brands – Carlsberg and Harnas. The findings show that, in terms of building successful brands, introducing a quality product along with superior perceived quality, creating a basic brand along with brand awareness, augmenting a brand along with building brand loyalty as well as establishing a potential brand along with brand associations are the most crucial actions that had to be taken by Carlsberg Polska in order to win out a number 3 market-leader position. Concerning sustaining strong brands, on the other hand, the investigated firm needs to monitor competiti...