The International Dimension of Branding: Strategic Considerations and Decisions

Abstract

This article examines the strategic, legal, and research implications of trademark decisions in an international context. The focus of the investigation is on the strengths and limitations of each branding strategy (e.g., brandless product, private brand, multiple brands for a single market and multiple markets etc.). The legal dimension of international branding, a topic usually ignored in the marketing literature in spite of its significance, is also covered.