Silna marka jako kluczowy instrument budowania przewagi konkurencyjnej w sektorze alkoholi wysokoprocentowych
Strong brand as a key instrument of building a competitive advantage in the sector of high-proof alcoholic beverages

Summary/Abstract: In today’s economic reality selling a premium product at an available price does not ensure market success any longer. Customers need to be offered something more – they need to be offered some additional value that is usually impossible to be measured precisely. Apart from gaining specific product features, the buyer wants to gain also positive feelings, the sense of belonging to a particular social group or the ability of standing out. The brand built on dissimilarity and offering consumers the benefits they are interested in becomes a value that conditions a market success of the product in every industry. The entire ban on public advertising of alcoholic beverages in Poland has become a serious impediment to building and maintaining a strong position of high-proof alcoholic beverages brands. Therefore, in this industry products need to stand out and possess specific unique features so that consumers could identify with them. The author of the paper has formulated a thesis that the main competitive advantage of companies, which operate in the industry discussed, are powerful brands possessed by them.

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