Abstract
Since the beginning of the twentieth century, brands have existed in individual countries but it's a new phenomenon in international marketing. According to Bradley (2002), "many features of a brand already successful in a domestic market may be used in international marketing: the logotype and symbols, the name, positioning product features, packaging, advertising copy and other element of the marketing mix to a lesser extent." Indeed, brands add value to the product and communicate a message to the consumer by reflecting the company image.
Doole (2004) explains that "brands allow customers to identify products or services which will promise specific benefits, such as performance, price, quality or image." This is an ambiguous term because it can be confused with products or companies.
This report will first define what a brand is and its importance in domestic markets. Then, it will point out the main environmental factors, which affect branding in an international context. Finally, it will argue the principal branding strategies for a company who want to extent overseas. Should the company treat the world as one marketplace, approached with standardized brand marketing, or make local brand adaptations?
