Study Of DL Company’s Brand Globalization Strategy

Brand is not only a logo which is printed onto the packing of the goods. It also contains the customers’ recognition extent of their intrinsic value. Brand is an effective method to make commodities’ recognition easier. Also is an effective way to simplify the purchase decision of the consumers. Brands, especially the international famous brands have higher premium ability. Creating a brand, a famous brand, an international famous brand should be the highest pursuit of an enterprise.China exports trillions of the goods annually. And the growth speed keeps up on double digits every year. Markets all over the world are full of the goods made in China. But foreign consumers, especially from the mainstream markets, such as the US and European persons are difficult to realize that there exist also some Chinese brands. Because in these countries Chinese enterprises are engaged in OEM. They can only earn small charges from OEM. As to make the own independent brands globalization, even the leading enterprises are fear to do.DL Company is a manufacturer of stationery. Since the creation of the end of 1980’s of the last century, has become one of the domestic stationery industry’s leading enterprises, after nearly 30 years of the operation. Since China joined WTO, DL Company starts to go a way of brand globalization by exporting their goods. After more than 10 years development, the DL brand is well known in the countries like Southeast Asia areas. But in the mainstream markets, such as the US and Europe, it still has a long way to go.Based on a comprehensive study of brand and brand globalization theory, by analyzing the DL company’s achievements and problems in the brand globalization, also referred to the domestic and international well-known multinational enterprises’ success and failure experiences during their brand globalizations, finally proposed the DL company’s strategy of brand globalization by using a SWOT method to analyze the advantages, weaknesses, opportunities and threats of its brand globalization.In the end, this paper also summarized the shortcomings in this study, and advanced the improving direction.