International Branding Strategy Formulation: Standardization And Adaptation Approaches

The aim of this study is to examine the international branding strategy formulation process while classifying and revealing the factors influencing this process and analyzing the effects and results of standardization and adaptation approaches throughout this process. Primarily focusing on the significance of the branding strategies, international branding formulation stages are presented in terms of brand typology determination and brand internationalization strategies. Detailing the effectual factors on international branding strategies, the pros and cons of standardization and adaptation approaches are signposted. The study points out the crucial issues that should be taken into consideration by the firms and brand managers while formulating the international branding strategies within a theoretical structure.