Unlocking the power of digital marketing: Strategies for successful international brand management

Abstract

Brand internationalization can change domestic consumers' attitudes towards self-owned brands, as international brands are generally considered premium brands that can successfully meet global needs. Brand internationalization is a challenge for businesses, which requires targeting, positioning, and segmentation strategies to succeed. Companies must promote brand authenticity by demonstrating transparency and humanizing brands to build consumer trust. This study discusses successful strategies for brand internationalization in the contemporary global marketplace. It highlights the importance of perceived brand authenticity, its impact on domestic consumers' attitudes towards self-owned brands, and factors influencing their purchase intention. The article proposed effective strategies such as leveraging the country of origin effect, forming emotional connections, strengthening brand authenticity, incorporating influencer marketing, and localizing brands. Two case studies illustrate how Huawei and TikTok utilized these strategies to manage their international brands successfully.