The competition have transformed from product to brand in the international marketing. Many enterprises have advanced the image of enterprise and brand and enhanced the competitive power through integrating of diversified measures and brand handling. An outstanding brand has a very lofty reputation in public, which will bring up multitudinous loyal colony of customers and help the corporation to take up a preponderant status in the competitive international market. So enterprises must build and develop their own brands, if they plan to participate in the global competition. Meanwhile, a successful brand mostly depends on the enterprise’s enforcing brand strategy correctly and effectively. This essay sums up the actual status of enterprises enforcing brand strategy in our country on the basis of analyzing the application of various kinds of brand strategies in international marketing. At last, the thesis is to express the opinion of how to solve the problems which had occurred in the course of Chinese enterprises’ brand strategies.
【Key Words】International Marketing; Brand Strategy; Localization