The Hw Company Of International Brand Case Studies

With frequent international economic exchanges and rapid development of internet technology, the world is becoming flat. More and more Chinese enterprise go abroad to develop new market and seek for growing space. This requires those enterprise must pay more attention to their branding, improving their ability of international market operation, trying to build on a global scale Chinese brand so as to enhance their competitiveness. During the process, studying and learning from brand internationalization track of local enterprise is as important as distilling from those successful multi national enterprises in western countries.The dissertation is about brand internationalization of HW Corporation. It tries to sum up some conclusions by reviewing the process, analyzing the motive and key aspects of implementation of brand internationalization of HW Corporation. The writer hope that those valuable experiences and lessons summed up here can help HW Corporation to improve its execution ability an benefit other Chinese electronic enterprises as well who are on their way to brand internalization or who are intend to try in the future.The dissertation consists of five parts.Firstly, topics background, research goal and methods, over thinking and framework structure of the dissertation were showed in the first chapter.Secondly, explores the motive of HW Corporation through analyzing the internal and external environments of when this company trying brand internationalization.Thirdly, focus on several important links of brand internationalization execution of HW Corporation, such as preparation, path and models, brand renewing, international branding and communication.The fourth and the fifth parts, sum up valuable experiences and lessons by analyzing the execution of brand internationalization of HW Corporation. The writer advises on how to improve on some inadequacy aspects which were found during the research in the last chapter of the dissertation.