The corporate branding in international operations


  • Juliana Rodrigues Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Bruno Giovanni Mazzola Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Mariana Bassi Sutter The University of York, York, England, United Kingdom
  • Ney Nakazato Miyahira Universidade de São Paulo - USP, São Paulo, SP, Brasil
  • Maria Tereza Leme Fleury Fundação Getúlio Vargas, FGV EAESP, São Paulo, SP, Brasil



Corporate brand, Corporate branding, International marketing, Brand architecture, International business.


Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a survey with 297 management-level professionals in Brazil in order to find out if company operation scopes, whether local or multinational, interfere with views on corporate branding. The findings highlight the construction of identity in multinationals as one of the main reasons for adopting corporate brands. However, company operation scopes do not significantly interfere with the hierarchy of reasons perceived as important in the adoption of corporate branding. An emphasis on the concept of corporate branding based on organizational identity was noted among respondents who work at multinationals, showing the relevance of this topic for future research.


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Biografia do Autor

Juliana Rodrigues, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a master's degree in Business Administration from Universidade de São Paulo - USP and a degree in Public Relations from Casper Líbero College. Email:

Bruno Giovanni Mazzola, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a doctorate in Business Administration from Universidade de São Paulo - USP. He has a master's degree and undergraduate degree in Administration from the same institution. He teaches in undergraduate and postgraduate courses at FECAP, FIA, UNIP and Estácio. Email:

Mariana Bassi Sutter, The University of York, York, England, United Kingdom

Is Professor of Marketing at York University. PhD and master in business administration from Universidade de São Paulo - USP. Email:

Ney Nakazato Miyahira, Universidade de São Paulo - USP, São Paulo, SP, Brasil

Holds a doctorate and a master's degree in Business Administration from USP. Graduated in Administration by FGV and Law by USP. Email:

Maria Tereza Leme Fleury, Fundação Getúlio Vargas, FGV EAESP, São Paulo, SP, Brasil

Is a full professor at FGV EAESP in International Strategy. Email:


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Como Citar

Rodrigues, J., Mazzola, B. G., Bassi Sutter, M., Nakazato Miyahira, N., & Leme Fleury, M. T. (2017). The corporate branding in international operations. Internext, 12(1), 1–15.




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