Brand International Model And Conditions Of The Study

Brand internationalization is a natural outcome of the international economic development. With the increasing global economic integration, branding and internationalization are becoming hot topics in the management area. Brand internationalization, which emerged as a new marketing strategy in 1980s, has attracted a lot of attentions from scholars. Nowadays an increasing number of Chinese local companies pay much attention on such strategy to develop corporations' sustainable competitive advantage. Under such background, there's an intense requirement of research on this issue.However, current research on brand internationalization lags behind, focusing more on local operation of transnational enterprises. How can a brand come into a new market with products? there's no fledged theoretical system. The paper explores how brand internationalization patterns are chosen by analyzing the companies' interior resources. The conclusion contributes to ameliorating global branding theory and providing Chinese companies with theoretical foundations.This thesis starts with a review of abundant researching literature about brand, international market, then, defines the concept of global branding and concludes the influencing factors, patterns and measure standard. After summarizing the relevant researching literature, the thesis proposed a matching model of global branding factors and patterns. A questionnaire -based survey is carried out and SPSS is applied in the process of data analysis.According to the results of investigation and data analysis, this paper gains several conclusions and adjusts model hypotheses. In this paper, concept characteristics, business characteristics, marketing ability, technological capability, supporting stuff, brand identity, manufacturing capacity are summarized as critical factors, which influence the final patterns of brand internationalization significantly.Based on the theoretical research conclusions, advices for global branding are represented. The expected future work is depicted at the end of the paper.