Abstract: Brand loyalty is a strategic asset of the company. In
the era of competition to have loyal customers decides on the market
superiority of enterprises. Creating the loyalty of buyers, however, is
a lengthy process and requires the appropriate business strategy,
preceded by the proper market research. The purpose of the paper is
to present the concept of brand loyalty, the creation of loyalty of
customers, the benefits and determinants of loyalty on the example of
brewery market in Poland.