The brand building process is investigated by looking at the strategy of a small to medium-sized fashion company, Hunky Dory AB. According to the model presented in this thesis, the brand building process consists of five stages; product attributes, brand identity, positioning, marketing communication, and distribution. These stages are investigated separately to see whether standardization, adaptation, or a contingency approach is used at each stage. It is found that Hunky Dory mainly standardize, or aim to standardize, the stages in their strategic brand building process across international markets. However, adaptation is to some extent necessary or inevitable in the stages product attributes, marketing communications and distribution. The only exception is a variable in distribution, the choice of stores, which is adapted to what suits the local market. In conclusion, Hunky Dory pursue a mix of standardization and adaptation, which supports the contingency perspective.