Research On The Stage Model Of International Branding

International Branding is establishing similar brand names, packaging strategies, communicating strategies and so on, in order to extend and expand the brand to different oversea markets. The core value of the brand is used as the criterion for all of the marketing strategies.Globalization has become prevailing in the last decade, the obstacles between different markets have been decreased and competition in the global market has been enhanced dramatically. A famous international brand stands for the company competence so building international brand becoming more and more important in the global market. Great gap between domestic companies and the multinational in international branding makes establishing international brands an important strategy in domestic companies. This thesis is talking about how to build international brands in China.Korea, Japan and China share similar culture and have experienced similar processes of economy development. We can get lots of precious experience from successful companies in Korea and Japan, especially in global branding. The Business Weekly announced"100 most valuable brands in the world"in 2005 and 10 brands in Korea and Japan were on the list. In this paper, the successful experiences in these 10 companies and the theories about international branding are integrated, then a four-stage model of international branding is therefore proposed.The model highlights four progressive stages in international branding. They are initial stage, developing in domestic market, entering the international market and expanding in international market. The company has clear targets and strategies for achieving these targets in each stage. Company should scheme the product strategy, R&D strategy, marketing strategy and management strategy.In the initial stage, the company pays attention to gain advanced technology and techniques through OEM and ODM. The company accumulates resource at the same time. The company establishes its own brand in the stage of developing in domestic market. It provides different product or service to gain competitive advantage. In this stage, the company should establish the core competence and the ability to response to the changing in customer demand. When the company enters the international market, it should pay more concentration to international branding in the three global lead...