50 Corporate Centre UEFA Cup final, Dortmund, 2001. The Carlsberg brand enjoys a high level of awareness worldwide. Awareness in key markets Gathering consumer insights worldwide and creating a close relationship with the consumers through communication and sponsorships has been the focus of activities in 2001. Traditional brand-building theme advertising has been the key element in the communication strategy. The GLYPH<210>Probably the best beer in the worldGLYPH<211> theme ad- vertising was developed further, both through the well-known international campaign with motives from all over the world, but also through new con- sumer communication in the local markets. New additions to the GLYPH<210>Probably....GLYPH<211> theme were succes- sfully shown in markets such as the UK, Ireland, Sweden, Spain, Portugal, Belgium and Hong Kong. The Carlsberg brand is in a phase of expansion and development, and continued efforts are made to gather consumer knowledge on a worldwide ba- sis in order to fine-tune and sharpen the positioning of the Carlsberg brand. A major brand study was conducted in 2001, which has resulted in the de- velopment of a sharper vision and positioning of the brand with the ambition of strengthening its rela- tionship with consumers — also in the long-term. The world of sports and music has been an in- tegral part of the Carlsberg brand and its connec- tion to consumers. (Source: Nielsen Research): Belgium 93% Denmark 98% Croatia 56% Finland 81% Germany 50% Ireland 100% Italy 33% Norway 94% Poland 35% Spain 82% Sweden 98% Portugal 98% UK 90% Israel 95% China 80% Hong Kong 99% Malaysia 100% Singapore 100% Thailand 99% Vietnam 91%