Importance of branding in international markets: Xiaomi

In this study, the method and importance of branding in international markets has been tried to be explained with the example of Xiaomi. In this study; The concepts of brand and branding are discussed and the importance of branding in international markets is explained. This study has been prepared in three parts. In the first part, the concept of marketing and international marketing activities are examined. By explaining the marketing mix, international markets and the term used in international markets are tried to be explained. Requirements of international marketing planning, SWOT and PEST analyzes are discussed, international market entry methods and marketing environments are emphasized. The changing structure of international marketing with globalization has been expressed with new marketing strategies. In the second part, the brand and the concepts related to the brand are discussed, the importance of the brand and the types of brands are explained. The importance of branding in international markets and the branding process are examined in detail. In the last part, Xiaomi's branding process in international markets is discussed. In the process up to this part of the study, Xiaomi's entry into international markets from its national market, its brand identity, marketing mix strategies and as a result, the positioning of the brand in international markets were examined.. Within the scope of this study, the factors affecting Xiaomi's success in branding in the international market were examined. It has been understood that the firm gives great importance to branding. The research was conducted using an in-depth interview method, which is a qualitative research method. Keywords: Marketing, international markets, brand, branding, branding in international markets