49 Corporate Centre insights and knowledge of the local market situa- tion combined with global influences and trends. rael have achieved significant growth for the Tuborg brand. Tuborg will continue to be a key brand in the portfolio of strong regional brands with the flexibility to adapt to local market situa- tions. Tuborg has a very strong position as local brand in its home market, Denmark. Strong local brands constitute the GLYPH<210>backboneGLYPH<211> of the beer portfolio and create the base for strong local business systems in close contact with local consumer preferences. The Carlsberg Group companies have developed a number of strong local brand positions in more than 20 mar- kets, including Baltika in Russia, Okocim in Pol- and, Pripps and Falcon in Sweden, Ringnes in Norway, TetleyGLYPH<213>s in the UK, Super Bock in Portu- gal, Cardinal and FeldschlGLYPH<154>sschen in Switzerland and Beer Chang in Thailand. Together, global, regional and local brands build a strong brand portfolio driven by consumer The brandGLYPH<213>s growth rate increased in 2001 over previous years. The growth came from existing key markets, as well as from launch initiatives in Switzer- land, Turkey and Romania. The brand thus continues to grow both organically and through geographic expansion in new markets. Significant future growth potential for the brand is seen in regions such as Eastern Europe and Asia in the coming years. The Carlsberg brand is one of the companyGLYPH<213>s most important assets, and major resources are spent on strengthening its global position. Mar- keting activities supporting the brand have been increased on a global scale in order to strengthen long-term brand equity and improve the brandGLYPH<213>s close relationship with consumers worldwide. The Carlsberg brand Carlsberg Beer won the Epica Award 2001 within its category for the best European print advertisement created by CarlsbergGLYPH<213>s Belgian advertising agency VV/BBDO.