The Role of Branding Strategy During Internationalization: Insights From A Multiple Case Study

Abstract: Internationalization is a key growth strategy for companies, with branding playing a crucial role in differentiation and global recognition. Multiple studies have highlighted the importance of brand strategies in internationalization and their influence on consumer choice and behavior. However, some companies face challenges in achieving effective brand strategies, hampering their internationalization efforts due to factors like lack of recognition and brand recall. The purpose of this study is to investigate the importance of branding strategies during internationalization and their influence on effective marketing in foreign markets. It focuses on successful branding strategies, including brand exposure and brand association, to enhance brand awareness and differentiation from competitors. Using qualitative research methods, case studies were conducted on two contracting companies, Agency X and Company Y, to examine their branding strategies during internationalization. The main result of this study highlights the crucial role of effective branding strategies in the successful internationalization of companies. Specifically, a strong emphasis on brand awareness through enhanced brand exposure and positive brand associations significantly contributes to expanding new markets and differentiation in foreign markets. The findings show the significance of strategic branding efforts in overcoming challenges and attaining long-term success in internationalization. It also reveals that both Agency X and Company Y adopt distinct approaches to internationalization and branding strategies. Variations exist between the two companies due to geographical and industry differences, but the study provides valuable insights into diverse approaches and strategies employed in internationalization and branding efforts.