Brand internationalization strategy

Author: Han Zhonghe
Publisher:
Publish Date: 2003-09-01
Features: This book consists of twelve chapters. It focuses on the implementation of brand internationalization strategies in modern enterprises, primarily exploring the relationship between competitive advantage and brand equity, brand image creation, cross-cultural communication during internationalization, and marketing strategies in brand internationalization. The book also addresses the characteristics of Chinese enterprises and discusses the main issues they face in implementing brand internationalization. It presents the author's personal insights on the challenges encountered by Chinese enterprises in the process of brand internationalization, aiming to stimulate further discussion and exploration.