Abstract: Facing the pattern of global economic integration and internationalization of competition, Chinese brands are inevitably involved in this brand competition. If they don't compete, they will inevitably face elimination, and the internationalization of their brands has become a top priority. Based on the current situation of brand internationalization in China, this paper analyzes the problems of brand marginalization, weak competitiveness and weak awareness of brand protection in most brands in China, the development history of international brands, how Chinese brands learn their management methods from them, points out the shortcomings and correction methods of Chinese brands, the reasons why Chinese brands are inferior to other brands, the obstacles to entering the international market, the status of Chinese brands in the international market, and the new development and environment faced by Chinese brands.

this paper gives corresponding countermeasures to the influence of brand internationalization on China. 1. The strength and sustainable development ability of China brand must be greatly improved; 2. Don't deliberately and consciously render the China background of your own brand; 3. Strengthen the local operation and management of enterprises and learn the operation mode of international brand companies; 4. Establish corporate global brand awareness and improve corporate awareness of intellectual property protection; 5. Establish a professional brand talent training institution; 6. For the government, continue to increase support for enterprises to "go global"; 7. For enterprises, increase R&D investment, improve the product R&D level of core competitiveness of enterprises, and establish smooth international sales channels; 8. The government formulates laws and regulations, regulates the market environment, and focuses on protecting enterprises in China from intellectual property rights; 9, enterprises should establish a global brand strategy consciousness, the specific operation and planning simultaneously.

Keywords: Countermeasures for the Impact of Brand Internationalization

Contents

ABSTRACT

1 Introduction -1

2 What is brand and brand internationalization -1

3 Current situation of brand building and internationalization in China -2

3.1 Current situation of brand building in China -2

3.2 Current situation of brand internationalization in China-3 -3

4.2 Brand Internationalization China brand has a great influence on winning the trust of international consumers -4

4.3 Cross-cultural factors hinder China brand internationalization -4

4.4 Weak brand protection consciousness makes Chinese brands registered by foreign countries -5

4.5 Brand Internationalization requires high brand building and management talents in China -5

4.6 Brand Internationalization requires Chinese brands to boldly step out. .7 Brand internationalization requires Chinese brands to improve their product research and development capabilities -6

5 Countermeasures for brand development in China under the environment of brand internationalization -6

5.1 The strength and sustainable development capability of China brand must be greatly improved -6

5.2 Don't deliberately and consciously exaggerate their own brand's China background -7

5.3 Strengthen the localized operation and management of enterprises. Learn the operation mode of international brand companies -7

5.4 Establish the global brand awareness of enterprises and improve their awareness of intellectual property protection -8

5.5 Establish professional brand talent training institutions -8

5.6 For the government, continue to increase support for enterprises to "go global" -8

5.7 For enterprises, increase R&D investment, enhance the product R&D level of their core competitiveness and establish a smooth flow.