ABSTRACT
Brands play a critical role in firms international expansion. A coherent international brand architecture is a key component of firms overall international marketing strategy as it provides a structure to leverage brands into other markets, assimilate acquired brands, and rationalize firms international branding strategy. Strong brands command customer loyalty. With a strong brand, customers will stick with it even in challenging situations such as bad customer experiences or defective products. Strong brand facilitates firm's long-term growth, it can leverage the value of its brand, to more easily expand its product line and achieve an immediate customer acceptance of the new products. Also expand into new markets based on the strong brand. Presented article deals with expanding worldwide with a local strategy using the techniques of international business. First it theoretically describes the problems and situation in international business, then gives practical view of positives and negatives of going worldwide.
