Brand management in the process of internationalization and a sample application

In today?s economic conditions, companies want to exist in international markets, the effect of push and pull of power. Business activities outside of the national market?s boundaries, which is called internationalization, brings with strong competition. Therefore, the companies create brands to distinguish their products from other products and to create loyal customers to their products in that way.The concept and necessity of usage of the brand in modern meaning has begun with accelerating of consumption because of increase and standardization in production as a result of the industrial revolution. Over time, awareness of consumers and increase in their requests has made significant the need of separation of the products are identical. Brand has many definitions in literature, is a concept beyond the product as a link between producers and consumers.The brands whose the companies begining internationalization, start internationalization too. This means continuous and important process that must be managed under different conditions such as environmental, economic, legal, etc. for each international market. In other words, success in international markets requires an effective brand management.Within the scope of this thesis, by explaining the basic concepts of brand and brand management, will be examined what needs to be done for a successful brand management in internationalization process. The example application is the company Anadolu Efes because of the leadership in the domestic market and achievements in foreign markets which has activity in.Key Words: Brand, Brand Management, Internationalization, Brand Value, Anadolu Efes.