Importance of The Brand in The Internationalization of Exporting Companies

Abstract

The actual article succinctly approach the importance of the brand in the internationalization process and how well-founded strategies in this process are gaining prominence in the business context, since the current phase of globalization, the increase in competition, the pace for innovation and the opening of new markets, are directly impacting in the performance of companies in their market. Therefore, this study defined the objective of analyzing the importance of the brand in the internationalization process of companies. The methodology used was literary research opted for bibliographic review, which is based on the analysis of the literature already published, from articles and dissertations in recent years in Portuguese and English, found in periodicals indexed in the SciELO databases. (Scientific Electronic Library Online) and Google Scholar, beyond books relevant to this theme.