| Abstract [eng] |
A little attention in the scientific literature is of relationship between national and international brands and about transformation of the a national brand into an international brand. The problem is, that if the company pays a little attention to the decision of the brand transformation, brand can end in failure. The object of master work – transformation of a national brand into an international brand. The main objective of master work is to prepare a theoretical model of transformation of a national brand into an international brand and exam it in empirical level. In order to achieve the objective, is considered the following tasks: to define the conceptual essence of national and international brands; to refer to the main international brand decisions; to split the factors, that determine brand decisions in the international markets; to describe the process of transformation of the national brand into an international brand; to provide a theoretical model of national brand transformation into an international; to introduce a methodology of the research of transformation of a national brand into an international brand; to perform an empirical research of transformation of a national brand into an international brand and summarize results of the research. The main results of the study is an original theoretical model of transformation of a national brand into an international brand. The empirical research showed that suggested model is confirmed. The main working material include 67 pages, 7 tables and 13 figures. |
