An Investigation into International Branding Strategies of Global Companies in Emerging Markets: A Case of China

Branding strategies of is an integral part of international marketing for companies to sustain presence in the market as well stay ahead of competition. This paper seeks to identify, explore and evaluate branding strategies adopted by most successful global companies currently operating in emerging markets such as China to avoid negative consumer attitudes across industries using real life case such as Starbucks. This could serve as a useful model by new or potential companies to effectively market their products in China.