Abstract:
Brands play a critical role in a firm's international
expansion. A coherent international brand architecture
is a key component of the firm's overall international
marketing strategy as it provides a structure to
leverage strong brands into other markets, assimilate
acquired brands, and rationalize the firm's
international branding strategy. This article looks at
how firms have developed an international brand
architecture and the drivers that shape that
architecture. Implications for the firm's management and
design of its international brand architecture are
covered.
