2-Problem background and Discussion Companies today are willing tooffer their product across borders to get marketing opportunities, Moreover,many factors such as economic factor might force companies to go abroad(Busnaina, 2014). Nowadays The emerging world is witnessing a remarkable growthlevel (ibid). The Middle East stands to be one of the fastest-growing marketsas it embodies a destination for retailers (Jones, 2003). In the Middle Eastmarkets, the key challenge that global marketers face is not only theuniqueness of the emerging markets’ characteristics (Grail Research, 2009), butalso the difficulties of understanding their culture context (Busnaina, 2014). The middle east region consists of 22 countries, with approximately 358 million people, most ofthem using the arabic language (Busnaina, 2014).
Thus, it embodies a promisingmarket for global companies and need a continuious reasearch (ibid). based on that we decided in this paper to focuse on the most important andexciting region to the retailing emerging markets the middle east region, It isa promising and growing market. it can be said that the Middle East has becomean attractive market for global companies, As a result this research paperwould address this literature gab. However, with gradual growth withinthe evolved markets of the world and growing globalization, corporations are turning to newlyemerging markets for corporation expansion. Thereby, entry method or strategyin emerging markets is likely to become more and more significant issue foracademic researchers and marketing professionals (Nakata .
C and Sivakumar,1995).On top of that big companies are known for owning a rich intangibleassets including brand as an entry strategy. In particular, multinationalcorporations (MNCs) pay very close attention to branding in a global context toremain competitive (Khojastehpour.M and John, 2015:512).
However, besidesbranding issue, corporation also needs to be taken in their consideration are;legal, cultural, political, economic and technological issues before theyoperate abroad. Additionally, because of thedifferent cultural climate in a multinational context, can cause a seriouspractical problem for management is the lack of a widely agreed framework thatcan help to define a corporate brand for multinational corporations(Khojastehpour.M and John, 2015:512).
In this way corporations `need deepresearch to get the strong brand in an emerging market. Furthermore, to inspectthe role of brand name in consumers’ decision-making during a customizationprocess, and creating a conceptual understanding of the factors influencing therole of brand with the help of customer references and taste should beundermined (Jiang.P, 2004). Likely, Brands became one of the most strong andvaluable assets, that lead to firm’s success (Kotler , 2007.Khojastehpour, M & Johns 2015).
Nowadays there is a numerous brands,strongly competing in the world markets, corporate brands as well as productbrands (Yu Xie & Boggs, 2006). “Corporate branding refers to the strategy in which brand andcorporate name are the same, Product branding builds separate brand identitiesfor different products”. (ibid). The main function of the brand isto simplify the communication with the government, financial Sector, labormarket, and the society in general (Urde, 2003. Yu Xie & Boggs, 2006).Brand consist of the organizational value that include core values and addedvalues which are the base of corporate brand (ibid). Corporate identity whichrepresents the firm’s ethics, values and goals is a crucial corporate assets, andlead to differentiate the firm’s from their competitors (Yu Xie & Boggs,2006).
According to Yu Xie & Boggs,2006. Hatch & Schultz, 2003, branding allows the firms to be unique byexpressing the organization vision and culture. That give the organization morerecognition, visibility and reputation (Hatch & Schultz, 2003.Yu Xie , 2006). In order to adapt and build asuccessful brand strategy in emerging market, The MNCs should have anunderstanding of economical, technological, socio-cultural, and competitiveconditions (Yu Xie , 2006).
Based on Yu Xie & Boggs, 2006 thereare factors that can affect and influence the choice of branding strategy foran emerging market, like stakeholder interest, corporate image and reputation,market complexity, marketing cost, and product characteristics (ibid). MNCsshould take the challenge and decide which strategy to use, which strategy isthe best for them and for the market (ibid).Thereafter, this thesis would betrying to figure out the gab, by studding the main correspondent of brand to beinspected and investigate the challenges’ or barriers of entry. 3-Purpose: The purpose of this study is toinvestigate and get a better understanding of branding strategies of MNCs inemerging market. Moreover, our aim is to investigate how multinationalcorporation Determine the choice of branding strategies when entering anemerging market for example to the following countries, Qatar, Oman and UAE aspart of Middle East, and how will they face the different challenges which arelaid ahead of them. In connection to this our research questions would be asfollows. ResearchQuestions 1.
Why multinational corporationsconsider brand as the most powerful strategy in the emerging markets? 2. How do they face the barriers inorder to success the brand strategy?