Understanding international branding: defining the domain and reviewing the literature

Purpose – This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in this area. Design/methodology/approach – Content analysis of academic papers published in major marketing, advertising and international business journals. Findings – The field of international branding is broad and has developed in the course of the last 30 years in different directions and with different understandings of what the term refers to. This paper gives an overview of these directions, of the different understandings of the term found in the literature, proposes a definition of international branding, and finally suggests paths for future research. Research limitations/implications – As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of the knowledge in the area. Originality/value – This appears to be the first literature review in the field of international branding and also the first to discuss the different interpretations of the term international branding that have developed over time. The authors also believe it is the first to offer a definition of the term in itself as well as in relation to international marketing.