Brand Management Internationalization: Case Study of Nike

Neginsadat Bekheir Nia


Global branding relies on brand management internationalization, which is critical to building and managing brands beyond national boundaries. This requires developing brand strategies that address the specific needs and preferences of international markets while maintaining the brand's essential values and character. Various theories and models have been proposed to guide brand management internationalization, including the standardization-adaptation debate, the cultural dimensions theory, the brand identity model, etc. As a case study, Nike is a well-known global brand that has managed its international brand image through effective brand management strategies. Nike's success in international markets is due to its ability to balance standardization and adaptation in its brand management approach. Nike has also successfully leveraged cultural differences across international markets to create emotional connections with consumers. The use of technology and digital platforms has also played a significant role in Nike's brand management and internationalization efforts. Overall, brand management internationalization is a critical aspect of global marketing that requires a deep understanding of international markets, cultural differences, and consumer behavior. By leveraging the appropriate theories and models, companies like Nike can successfully navigate the challenges of international brand management and create strong global brands that resonate with consumers across different geographies.

Full Text:



Indexing and Abstracting Services


Other Sources and Services



Creative Commons Lisansı
Journal of International Trade, Logistics and Law is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

Mailing Address

  Journal of International Trade, Logistics and Law
Küçükyalı E-5 Kavşağı, İnönü Caddesi, No: 4
Küçükyalı, Maltepe, İSTANBUL, TURKEY
E-mail :