International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064


Downloads: 94

Research Paper | Economics | China | Volume 9 Issue 10, October 2020


An Investigation into International Branding Strategies of Global Companies in Emerging Markets: A Case of China

Albert Dzikiti, Qiantao Fan


Abstract: Branding strategies of is an integral part of international marketing for companies to sustain presence in the market as well stay ahead of competition. This paper seeks to identify, explore and evaluate branding strategies adopted by most successful global companies currently operating in emerging markets such as China to avoid negative consumer attitudes across industries using real life case such as Starbucks. This could serve as a useful model by new or potential companies to effectively market their products in China.


Keywords: Branding Strategies, Brand, Emerging markets, Culture


Edition: Volume 9 Issue 10, October 2020,


Pages: 539 - 545


How to Cite this Article?

Albert Dzikiti, Qiantao Fan, "An Investigation into International Branding Strategies of Global Companies in Emerging Markets: A Case of China", International Journal of Science and Research (IJSR), https://www.ijsr.net/get_abstract.php?paper_id=SR201003105952, Volume 9 Issue 10, October 2020, 539 - 545

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