Theory of international brand management

The overall focus of the study is to investigate selected Chinese branded companies of the household appliances and consumer electronics industry. It is the aim to describe and identify their way of international brand management when they enter developed markets in the US and Western Europe. However, before focusing on these Chinese companies, this chapter reviews the major basic concepts of the Western international brand management theory. Which brand options do Chinese branded companies in general have when they want to enter developed markets? Do the options require certain corporate competences or given market conditions? To answer these questions, the chapter is structured along the decision making approach of the brand, starting with the review of possible aims of global brand building. It is followed by general strategic and operative brand options when a firm goes international, and closes with the section of control & adaptation of brand decisions.