Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. Studies focusing on these challenges on the B2B field remain little explored and are necessary, due to its highly competitive characteristic. Especially in the life science industry, due to its institutional differences between national markets in the sector. Therefore, the overall research purpose in this licentiate thesis is to describe and understand how the international branding and rebranding process is developed in the life science industry. In this thesis, two studies were made to achieve this purpose. One literature review to explore the current literature of the field and one empirical study using a single case study method. The main contribution of this licentiate thesis is to describe in-depth how the brand rebranding process is implemented in the life science industry, and its main hinders. They are: internal and external legitimation. More importantly, this study presents a framework that demonstrates how businesses in emerging regions face more external legitimation challenges as a result of institutional constraints, as opposed to developed countries, where internal legitimation barriers are more prominent during the rebranding process. This licentiate thesis contributes to creating knowledge in international branding since it provides an overview of the past years of research in the area and suggests research gaps that need further investigation. In parallel, it generates insights into the analyzed process of international branding and rebranding, bringing understanding into the corporate brand area and the management of B2B brands in life science industries.

[pt] Empresas brasileiras e de outros países emergentes estão construindo, ou planejam construir em um futuro próximo, sua estratégia de marca e posicionamento global. O uso da marca país pode ser uma maneira de diferenciar suas ofertas no mercado internacional. Com base no conceito de country equity, originado da extensão do constructo brand equity para países, esta pesquisa teve como objetivo investigar empiricamente a influência que a origem brasileira de um produto exerce sobre a atitude de consumidores estrangeiros desse produto. Adotou-se o modelo de Pappu e Quester (2010), composto por cinco dimensões (conhecimento do país, imagem micro de país, imagem macro de país, qualidade percebida e lealdade ao país), que foi complementado com indicadores afetivos (sentimentos, emoções), com base em Haubl (1996). O modelo proposto foi testado em duas categorias de produtos, uma de produtos duráveis (automóveis) e outras de produtos não duráveis (sapatos). Os questionários foram aplicados a uma amostra de 439 estudantes chilenos. A análise dos dados coletados permite agregar novas noções aos resultados de estudos anteriores sobre as dimensões do constructo country equity sob o ponto de vista do consumidor. / [en] The use of nation branding can be a way to differentiate multinational companies offerings in target international markets. Based on the concept of country equity, originated from the extension of the construct of brand equity to countries, this research aimed to empirically investigate the influence the Brazilian origin of a product has on foreign consumers’ attitudes towards this product. Building on the work by Pappu and Quester (2010), a consumer-based perspective was adopted for country equity and the construct was operationalized with five dimensions, comprising country awareness, macro country image, micro country image, perceived quality, and country loyalty toward the country. Their model was complemented with affective indicators (feelings, emotions), based on Haubl (1996). The proposed model was tested in two different product categories, a durable consumer product category (cars) and a nondurable consumer product category (footwear). The questionnaires were administered to a sample of 439 Chilean students. The data analysis adds new approaches to the results of previous studies on the dimensions of the country equity construct from a consumer-based perspective.

Small and medium-sized enterprises are the foundation of Taiwan¡¦s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan¡¦s economic growth. In the past, most Taiwanese firms focus on OEM or ODM business. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand becomes an important strategy for Taiwan companies. This study explores the international branding strategy of Taiwanese enterprise. A qualitative case study approach was employed in this study to study six Taiwanese firms which attempt to build their brands in the international market. The result shows that (1) In order to quickly respond to environmental needs, the integration of internal resources (evaluate core capability) and the analyzation of external environment (market size) are required. (2) Entry mode: In order to lower the risk, Taiwanese firms prefer to cooperate with local companies instead of foreign direct investment, unless the market size is big enough. (3) Operational strategy: Unlike other global brand, Taiwan brand developed a unique business model. (4) International organization: Headquarter and branch must coordinate and build two-way communication to deliver a consistent brand value.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Learning outcomes: Identify the types of innovation that Gastón Acurio’s proposal has created. Understand the key strategies developed to grown and consolidate Peruvian food as a category internationally and as part of Acurio’s business. Identify elements of the business model using the business model canvas. Explain how elements of a business model are related, reinforce each other and drive results. Evaluate strengths, opportunities, weaknesses and threats to a business model. Analyze changes to the model that can capitalize upon or mitigate these factors based on evidence. Case overview/synopsis: Gastón Acurio is a successful Peruvian chef and restauranteur who was key in shaping the country’s gastronomic industry. His innovative business model distinguished him from other Peruvian restauranteurs and allowed him to grow and take advantage of opportunities in Peru and internationally. His success and growth attracted US$52m in investment funding. However, his model’s challenges surfaced during a difficult restaurant launch exacerbated by a harsh review in the New York Times. Students must identify and analyze the key elements of Acurio’s business model to evaluate and propose changes to better take advantage of its strengths and opportunities, as well as to mitigate weaknesses and threats. Complexity academic level: Master’s or MBA. Supplementary materials: Teaching Notes are available for educators only. Subject code: CSS 12: Tourism and hospitality.

Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Kotler and Keller (2006) state that a brand is needed because it identifies the product, and the responsibility of the product hence lies in the hands of the makers or producers of the product. Brands are important in both consumer and business-to-business situations, where a decision of purchase is needed. A strong brand can create sufficient higher total returns to shareholders than a weak brand. Brands are at the heart of marketing and business strategy ( Doyle,1998, p.165) and building brand equity or strong brands, is considered to be one of the key drivers of a business success ( Prasad & Dev, 2000; p.22). Problem Statement: What are the promotional strategies company’s uses to create International brand in order to pursue the potential customer in B2C marketing environment?? Purpose:The purpose of the thesis is to investigate how firm employ effective promotional tools and techniques to create and sustain international brand in the customers mind. Research design: Both Qualitative and Quantitative method is applied in this thesis. Primary data is collected from interview (E-mail and telephone) and internet survey, while secondary data is gathered from books, journals, and internet source. Conclusion: The promotional tools capabilities can help businesses to spread the messages to the mass market. It is very powerful technique to be used to increase brand awareness of the organization. We found out those promotional tools such as sales promotion, direct marketing, personal selling, publicity, advertisement, and internet marketing play vital role to create international brand.

This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. By delving into their distinct characteristics and preferences, this research aims to shed light on the ways in which Gen Z's unique mindset and behaviours shape the branding landscape. Drawing upon a qualitative research approach, this study employs in-depth one-on-one semi-structured interviews with small fashion brand owners. Thematic analysis is utilized to uncover patterns and themes, offering valuable insights into the strategies employed by small fashion brands to engage this influential consumer segment. Findings reveal insights and showcase that Gen Z's inclination towards authenticity, social responsibility, and individuality necessitates tailored branding strategies. Small fashion brand startups are compelled to harness the power of social media and immersive experiences to captivate Gen Z's attention. By comprehending the impact of Gen Z on international branding strategies, small fashion brand startups can adapt and thrive in an increasingly competitive market. The implications of this research concern the fashion industry, offering valuable insights for marketers and entrepreneurs seeking to engage with Gen Z within the fashion sector.

There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.

There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. International branding strategies of brand positioning, brand awareness and brand image constitute a foundation that Chinese brands can adopt to obtain credibility among Swedish consumers. Abductive research in accordance with the topic of study has been conducted through qualitative means. Primary data collection through semi-structured interviews with participants contributed to the investigation of the theoretical framework presented in the second chapter: Literature Review, and analysed in chapter five: Analysis. Through the analysis of the data, along with the presented prerequisite knowledge, the authors have been able to identify international branding strategies Chinese firms can implement to gain credibility. The thesis presents a conclusion of positioning a brand in accordance with Westernisation, price setting, presenting the country of origin, and beneficial attributes, while establishing familiarity through brand awareness and finally, conveying trustworthiness and high quality through the brand image to gain credibility.

This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and strategic relationships between brands and cultures, focusing specifically on the issue of the unprivileged position of Chinese brands vis-à-vis that of other famous global counterparts. Accordingly, it deploys three illustrative cases from the Chinese context – Jay Chou (a successful Chinese music artist), the 2008 Beijing Olympics opening ceremony, and Shanghai Tang (a global Chinese fashion brand). In so doing, it moves away from the general trend to study the managerial aspects of Western brand building in Chinese contexts, and instead examines how Chinese brands express cultural aspects of their own well-known brand development models in the global marketplace. In short, this study uses a Chinese vantage to examine the emergence of cultural branding (using historical culture and global fashion systems to develop global brands), and its capacity to function as a useful complement to existing models of brand globalisation and global brand culture. The function of the three cases is illustrative and analytic. Collectively, they serve as a lens through which to study Chinese brand development in the global marketplace and examine global brand culture. Each case was fleshed out through various multi-sited ethnographic studies, which consisted of interviewing and observing consumers and managerial workers, the results of which shed light on several important but under-studied aspects of global brand culture. These include Chinese cultural branding in the global context, the cultural approach to branding among various brand actors, and relationships between brands and cultures across branding cultures. Drawing on these examinations, this study not only demonstrates ways in which brands and cultures circulate and construct each other in global brand culture. It also uses these insights to argue for the development of Chinese culture or Chinese-ness into a global brand resource by Chinese brand builders.

Tomas Friedman 的著作The World is Flat（世界是平的）中提及在21世紀是抹平的世界，無限商機的世界。從全球經濟發展的角度來看，全球企業面對的市場是一個無國界的平面，國際競爭更加劇烈。在這個全球市場競爭劇烈的環境中，中國企業要能在全球市場中立足與競爭的首要條件就是站穩中國市場，在國際競爭市場中發展獲利，最重要的就是打造中國企業品牌發展為國際化品牌。中國企業若想在國際市場上進行品牌行銷，中國製造的經營哲學及營運模式必須重新進行調整，才能在國際市場上建立自身的品牌（International Branding）。 2008年為中國改革開放的30週年，品牌國際化趨勢是21世紀全球市場競爭發展的趨勢，國家競爭力的強弱程度也在於中國企業擁有國際化品牌的多與少。面對不同國家和區域的競爭環境市場，探討中國企業要發展為國際化品牌的關鍵能力為相當重要之課題。 本研究是從全球化企業品牌國際化與中國企業品牌國際化著手，來探討個案公司品牌國際化。進而探討個案公司品牌國際化發展關鍵能力，包含企業品牌核心能力、持續創新力、環境適應力與組織內部能力，以及在品牌國際化管理流程的四個階段：分別為評估階段、市場進入策略規劃階段、品牌行銷策略規劃階段、和執行階段。本研究將個案公司結合這四力的現況與關連，然後提出有關未來發展的建議並將藉由中國企業的個案研究，結合中國企業國際化、國際行銷管理及品牌管理的理論與文獻，以管理的觀點，點出中國企業品牌國際化發展的關鍵能力，提供給中國企業在全球化市場下發展品牌國際化的參考，同時也希望能對相關學術研究有所助益。 / 21st century, as being described in the book “The World is Flat” written by Tomas Friedman, is a flat world with unlimited business opportunities generated by globalization whereas the competition within is also fierce. In order to be competitive in this context of global market environment, it is recognized by growing Chinese enterprises the importance to win in domestic China market first, where being identified as the next biggest consumption market after U.S, further to develop company competence for wining a place as an international brand. It is also being acknowledged that Chinese enterprises have to experience continuous business process as well as management philosophy evolvement in order to achieve this ultimate goal – building an International Brand in global market. The tendency of the local brand to be international is as well an index to observe the competitive ability of a country in global market. While year 2008 is the 30th anniversary for China's reformation, the potentials for current Chinese enterprises to develop International Brands also speak for China national competence. It is a focus to examine the competitive capability embraced by Chinese enterprises for developing international brands while reviewing current global commercial markets. This study aims to exploit the competitive capability within Chinese enterprises to develop international brands, which include Core Competency, Innovation Sustainability, Environment Adaption, and Organization Capability. In addition, four stages for Brand Management process are also reviewed: Brand Evaluation, Market Entry, Brand Marketing as well as Brand Execution. Case study is the methodology applied in the study, in which four Chinese enterprises – L company in 3C industry, H company in domestics appliances industry, Li company in sport retailing industry, are presented with in-depth interview conducted from L company, H company, Li company in year 2009.