International Branding

A team of four seasoned international advertising scholars recently combed through research publications on international advertising from the last 50 years and challenged certain strategies and executions in global branding. The results of the aforementioned studies are explored in this chapter. International branding by nature originates primarily from multinational corporations whose ownership of global brands is ubiquitous. Their international branding behaviors would warrant much‐needed research by academia. The chapter investigates issues such as: “What does international branding actually refer to?” and “How does international branding relate to international marketing?” It examines findings relevant to branding research in the context of the international branding framework as well as the execution of international branding. In the conclusion part of the chapter, shifts in research methodology are explored and challenges facing researchers are presented.