For Asean's International Brand Strategy

The development of globalization has brought the Globe Branding.The contest between brand and brand is the focal point of modern global market competition,the outstanding brand is the symbol of victory of competition.Many modern enterprises have a same goal that they have outstanding brands.Along with China's participation in WTO,Chinese market has intergrated the globalization gradually,multinational corporations'arrival make the domestic competition situation become more stern.As a result,Chinese enterprises must implement Globe Branding strategy if they want sharpen their survivability and seek the bigger development.Globe Branding strategy has three choice patterns of markets,they are:first difficult, after easy","first easy, after diffcult"and"middle of the line".This article obtains to the latter two kinds of patterns'analysis,researchs some questions about Chinese brands internationalization strategy,closely relating the market of Association of Southeast Asian Nations.On Janury 1st,2010, China and ASEAN Free Trade Area has established officially.93% of the products'trade customs duties reduce to zero,between China and the original six country of Association of Southeast Asian Nations,the average duties falls to 0.1% below.China has already become the third big trade partner of Association of Southeast Asian Nations.To Chinese enterprises, Association of Southeast Asian Nations market is"the valuable land with a good geomantic omen",the opportunities which opens widely to Chinese enterprises are getting more and more.The Association of Southeast Asian Nations market choice pattern has important meaning.This article first carries on the related concepts and theoris of Globe Branding.Next,it discusses Chinese enterprises's good opportunities in entering The Association of Southeast Asian Nations'market relating The Association of Southeast Asian Nations and China and Asian Free Trade Area.Thirdly,it analyzes that Chinese enterprises'brands internationalization faceing the Association of Southeast Asian Nations'market has important meaning.This analysis relates the markets choice pattern of Globle Branding..Finally,it discusses about the strategy.This part divides into two part which are the products strategy and propagenda strategy.In the products strategy,it analyzes the questions which should be noticed and the available strategies.In the propagenda strategy, it analyzes the the available strategies when we propagandizes the enterprises and the brand image in the Association of Southeast Asian Nations'market. In the questions of Trans-Culture communication which is included in Global Branding strategy proposes my own view to how to Trans-Culture communication to Chinese enterprises in the Association of Southeast Asian Nations'market carries on the elaboration to the Trans-Culture communication theories.