Submarka jako innowacja marketingowa na przykładzie rynku wódki w Polsce
Subbrand as a marketing innovation on the example of the vodka market in Poland

Summary/Abstract: The subject of the paper refers to innovations - a very current issues in literature and economic practice. In the literature and among entrepreneurs, the importance of marketing innovation, including branding, is increasingly being emphasized. The authors present the concept of a subbrands an example of marketing innovation and indicate its importance in the vodka market in Poland in the mainstream segment in 2006-2015. A case study analysis of Czysta de Luxe Żołądkowa Gorzka vodka was conducted. It has been proven that the innovations applied in the subbrands area have had a positive impact on the reversal of the downward trend in sales and on the increase in a brand awareness as well as enabled increasing the market share of vodka producers on the vodka market in Poland.

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