| Nowadays brands have penetrated our most intimate spaces and become part of our life. Furthermore, China has been a member country of WTO, which exposes Chinese enterprises to the challenge of world famous brands. All this will prompt Chinese firms to go out of domestic market and build up well-known brands on a global scale. Brand internationalization will not only contribute to a company's long-term development but play an important role in raising the economic strength of China.Although the significance of internationalization has become common sense, a number of Chinese enterprises have been challenged by some problems when going global. For instance, what strategy should be adopted to develop overseas markets? In academia, it's also a controversial issue. OEM mode and brand-building strategy are two options commonly applied by Chinese enterprises. The dissertation compares features of the two strategies and then come up with the factors which have decisive effects on strategy-choosing. Having analyzed some typical cases, the dissertation suggests that there is no standard way which is universally suitable for every company. Instead, they should choose their branding strategy according to the specific situation they live in.Approaches of brand communication rely on marketing strategies. After the publication of Levitt's article on markets globalization, international standardization of branding has been generally accepted. But nowadays, more people find that making some adjustments to local conditions facilitates market penetration of brands. To adapt to the change, the paper presents some suggestions to accommodate local market differences and preferences within a global strategy. Moreover, with the appearing of new trends, some innovative ideas about the branding communication have also been discussed.Brand naming is no small feat but it hasn't yet attracted enough attention from Chinese marketers. In foreign markets, brand names of Chinese products are usually... |
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