Brand strategy is vital for the succes of the company on the international market. Identity and positionning are … critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are … field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic …

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 …