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

Abstract: 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 Harnaś. 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 competition and constantly revitalize and reposition its products in order to be the fastest growing beer producer on the Polish market.