BRAND INTERNATIONALIZATION STRATEGIES

Internacionalizacija marke s domaćeg na inozemno tržište jedna od strateških odluka koje poduzeće donosi i koja ima temeljan i značajan utjecaj na njegovo poslovanje i cjelokupnu budućnost i prepoznatljivost. Iako se veliki broj marki u početku razvija isključivo za domaće tržište, gotovo sve one s vremenom teže postati globalne i proširiti svoje poslovanje i na druge države, ne samo zbog ostvarenja većeg profita, nego i zbog različitih drugih razloga, poput proširenja linije proizvoda, iskorištavanja državnih poticaja koje mogu dobiti za izlazak na strana tržišta, uvođenja inovacija i brojnih drugih razloga. Nakon donošenja odluke o internacionalizaciji marke, potrebno je donijeti oduku o načinima ulaska na internacionalna tržišta, a tri ključne strategije internacionalizacije jesu: strategija proširenja, strategija potvrđivanja i kobranding.The internationalization of the brand from domestic to foreign market is one of the strategic decisions that the company makes and which has a groundbreaking and significant impact on its business and the overall future and recognizability. Although a large number of brands are initially developing exclusively for the domestic market, almost all of them are increasingly trying to become global and expanding their business to other countries over time, not only for gaining more profit but also for various other reasons, such as product line extensions, exploitation state incentives they can get for going out to foreign markets, introducing innovations and many other reasons. After making the decision on internationalization of the brand, it is necessary to make a decision about the ways of entering the international markets, and the three key internationalization strategies are: enlargement strategy, validation strategy and kobranding