Brand Internationalization Process: the Case of Ecolab

Abstract

This study is about the process followed by multinational enterprises in building their brands internationally and the challenges encountered in the undertaking. Today, a Brand is considered as a valuable asset for the firm. It is the only way through which customers differentiate the products in the market place and attribute the premium value based on brand equity. Strong global brands have a stronger appeal when compared to weaker ones this attribute is vital in the progression of business in new markets in the international arena. The study explores the processes and strategies adopted by firms in their efforts to build global enterprises. Relevant concepts and underlying theories related to the topic have been reviewed in chapter two and later an empirical discussion of related studies. The research design used is a case study of Ecolab which is an American multinational in the B-B commercial sector. An interview guide was used as a means of collecting data from the company and later on the data analyzed through content analysis data analysis technique. In the final section of the study, conclusions are drawn from the study based on the data collected and analysis of the same. The study recommends further study by reviewing more cases both in the B-B and B-C sectors. Study limitations are then pointed out that could be avoided to better the outcomes of related studies.