Brand International

The global branding is the output of economic internationalization. Since it has entered the 21st century, the economic globalization is accelerating and the world economy demonstrates the symbol of market internationalization, enterprise transnational, capital multi-countries and competition superheating and the brand internationalization turns into an important developmental strategy for an enterprise and even a nation.This article integrates the research results in relevant fields, analyzing the strategy and tactics of brand globalization. First, it elaborates the basic theoretical problems of corporate brand globalization. It defines the concept and function, recommends the researching models of brand equity, and catches light on concept, basic models, strategic importance, and growth path of brand globalization. And then it analyzes the necessity of our brand internationalization, then points out the improving tactics, and expatiates the basic strategy of brand and the developing strategy of brand globalization .Last the dissertation analyzes the present operational situation of Xunxing Group, using SWOT method concludes the company's superiority and inferior position, opportunity and threats, and discusses the successful tactics of brand internationalization.