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In a globalised economy international marketing is of growing importance. Strong developing and evolving countries and their markets lie at the centre of this approach. They give chances of new growth to enterprises, but at the same time prove to be highly complex, as they strongly differ from classical markets. The question of standard and varying treatment of the international markets becomes more and more important.
This work analyses this, from the perspective of brands. The concept of identity based brand steering was chosen, as it allows for an inside-out as well as an outside-in analyses, which looks at brands as link between the markets of different countries.