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In a day-to-day more global market such as this, the
marketing strategies of a company are becoming more
directed to the expansion of its brand to new countries. In
general, emerging markets have higher growth compared to
developed markets and multinationals tend to invest in these
markets entry. With this reality raises the question: How
should multinationals launch its brand management
strategy in a particular emerging market?
The brand must be uniform or not? Must adapt to the new
country? Multinationals Companies should enter with the
corporate brand or product brand? What is preferable? This
article is intended to be an introduction to the theme.