Branding as a tool within internationalization

Abstract: Nowadays global market is quite attractive for high competition environment.  First is to reduce risks and uncertainties of the business in their home countries. Second is to exploit the growing global market for goods and services which can lead to economies of scale and the increasing of market share. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Critical advantage of branding is for product identification, and it is also the key element for marketers to differentiate a product from its rivals. However, branding provides many benefits apart from identification and differentiation of products