Description

The purpose of this article is to examine some of the branding problems which are commonly faced by multinational companies. The article offers some propositions based on the various branding levels and elaborates on these alternatives with the emphasis on managerial implications. It is also the aim of the paper to cover the legal aspect of branding since this is one area which, in spite of its importance to international marketers, has been largely ignored. Finally, propositions are formulated for research purposes.