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The International Dimension of Branding: Strategic Considerations and Decisions

71 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Intellectual Property Law

Abstract

This article examines the strategic, legal, and research implications of trademark decisions in an international context. The focus of the investigation is on the strengths and limitations of each branding strategy (e.g., brandless product, private brand, multiple brands for a single market and multiple markets etc.). The legal dimension of international branding, a topic usually ignored in the marketing literature in spite of its significance, is also covered.

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References

1975Journal of International Business Studies 1986Standardization in international marketing: Is Ted Levitt in fact right?1986Trademark Strategy

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2002International Brand-Name Standardization/Adaptation: Antecedents and Consequences 1997The Standardisation Debate in International Marketing 1992Brand Globally but Advertise Locally?: An Empirical Investigation 2010Fighting strategies in a market with counterfeits 1994Review 2005An investigation of crossmarket standardisation strategies 2014The influences of internal service quality and job standardization on job satisfaction with supports as mediators: flight attendants at branch workplace 2019Go local or go global: how local brands promote buying impulsivity

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