The advantages and disatvantages of local brands strategy implementation by french investors in Poland – the results of empirical studies

Abstract

The paper presents the issue of local brand management by French investors in Poland. The process of internationalization implies a number of questions connected with brand management. Choice of the method of brand internationalization is an important issue. In the paper, the advantages and disadvantages of local brand strategy realization by foreign investor are described. The relationships between the method of local brand acquiring, type of brand and the advantages and disadvantages of its implementation by foreign companies on the Polish market are also analysed. This paper presents the results of empirical studies conducted in 2009 and 2010, in Poland among French companies with local brands in brand portfolio.