The Role of Branding In International Marketing With an Emphasis On Brand Orientation And Re-positioning

Branding plays an important role in international marketing. However, few studies have investigated the role of global branding. Given this gap, this study expanding the factors affecting international marketing branding. To test the model using structural equation based on data obtained from the Auto Industry's Managers who have experience in international marketing, has been used. The results showed that the key to branding in international markets include brand orientation and brand re-positioning .These findings are consistent insight for marketing managers to aligning the marketing strategy provide to international markets with different culture. The study showing the brand orientation and brand re-positioning in a field of study that is unprecedented in Iran.