The success of any company in international markets heavily depends on the brand strategies. These strategies are based … on the pillars of the brand management, which are identity, positionning and image. The core element of the … internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the …

brands that are well established in the real world (e.g., Accor, Marriott) build on the brand by duplicating it online. Every …