The present situation and development trend of brand internationalization of domestic and foreign enterprises

Most enterprises with strong brands have internationally renowned brands without exception, and the internationalization of brands is an important reason for their brand appreciation. Therefore, large enterprises with integrated brands should adopt brand internationalization strategy when entering the international market. The key links of international brand strategy include: the creation and transmission of brand core value. The formation of brand core value is obtained by enterprises through long-term brand building and widely recognized by consumers. There are three possible brand strategies for enterprises in transnational operation:

First, establish different brands for each market with strong local characteristics;

Second, different markets use the same brand name, but the packaging, sales channels and brand strategies are completely different;

Third, the global use of a unified brand image.

Pay attention to brand differentiation. The important content of brand core value is to provide differentiated products and services for consumers, especially international brands. Solve the "China Brand Problem". "China brand problem" means that in the China market, the value of international brands is much higher than that of local brands in China, while in the international market, although China's export scale has leapt to the forefront of the world, China brand is still unknown. Experts believe that the crux of "China brand problem" lies in the cultural bottleneck of China brand in the target market. Therefore, localization is an effective way for China brands to enter the international market and overcome cultural barriers.

Brand integration and brand internationalization are not two isolated concepts, but can influence and promote each other. The close relationship between the two is reflected in:

On the one hand, brand integration is the foundation and the only way for brand internationalization. The purpose of brand integration is to establish a unified brand image and make the brand bigger and stronger. Without a reasonable way of brand integration, it is impossible for enterprises to effectively implement the brand internationalization strategy. Because international brands meet the requirements of increasing convergence of global customer needs, in order to occupy the global market as soon as possible, enterprises must first establish a unified brand image in the world. The most important thing of brand integration management is to build the flagship brand of this enterprise, which is the only way to establish a unified brand image. Only by building the flagship brand of the enterprise and expanding its own brand can the enterprise have the strength to compete with international brands.

On the other hand, brand internationalization will in turn promote the effective implementation of brand integration. Because brand internationalization requires all brands to have the same distinctive brand characteristics and values, use the same strategic principles and market positioning, provide basically the same products or services, and use similar marketing combinations as much as possible. This requires brand operators to have the idea of integration in the process of internationalization and establish a unified brand image for their products. Therefore, in the process of internationalization, branded enterprises will gradually discover the defects of their own brands, so as to continuously improve and clarify the brand level, especially strengthen the flagship brand of enterprises, realize a unified brand image, expand the influence scope in the global market, and make the spread of this brand abroad easier and faster.