The Roles of Branding for a Brand Entering Overseas Markets : A Case Study of a Danish Butter Launching in Hong Kong with Success

Abstract: Purpose – The purpose ofthis research is to investigate how branding is applied in a challengingindustry for an overseas market.  In other words, we would look into the aspects that are important for building and strengthening a brand in overseas market. Design/Methodology/Approach – Our qualitative research is developed according to the interpretive approach which seeks to understand the aspects of brandings foroverseas market.  This research would beconducted as a deductive study; the validity of present knowledge would bedemonstrated.  Qualitative approach isapplied for identifying the aspects in a successful launching of a brand in anoverseas market. Findings – This research demonstrates that branding has been involving inlaunching of brands to overseas markets. The case study indicates that brand portfolio, brand identity and brandpositioning are essential in extending brands to overseas markets. Practical Implications – It serves as supplementary andreference information for brand management in marketing plan for globalmarkets, especially in food industry. Originality/Value – The originality of this paper lies in its knowledge area ofbranding, which uses brand portfolio, brand identity and brand positioningliteratures and journals to examine the role of branding in practical case. Keywords Brand Portfolio, Brand Identity, Brand Positioning, Denmark, HongKong, Food Industry Paper Type Research paper