The Strategic Role of Brand in Shaping Success in International Trade from the Point of View of Students of the University of Tabouk 10.35781/1637-000-140-007

Abstract

Abstract: This study explores the strategic role of branding in shaping success in international trade from the perspective of students at the University of . It highlights how effective branding influences consumer behaviors, particularly among younger demographics who are increasingly engaged in global markets. The research identifies key themes such as brand awareness, positioning, equity, and the added value of branding in decision-making processes for multinational corporations. Utilizing a descriptive analytical approach, the study gathers insights through a questionnaire distributed to business administration students, focusing on their perceptions of branding's impact on international trade success. Key findings reveal that strong brand awareness and international recognition significantly enhance purchase intentions across borders. Additionally, effective positioning strategies contribute to competitiveness in diverse environments. The results indicate that brand equity plays a crucial role in building consumer trust and loyalty, facilitating market entry for multinational companies. The study underscores the importance of cultural context in branding strategies and advocates for a hybrid approach that balances global consistency with local adaptation. These insights provide valuable implications for marketers and multinational corporations aiming to tailor their branding strategies to meet the expectations of younger, culturally diverse consumers, ultimately fostering long-term engagement and success in international markets. Keywords: Branding, International Trade, Brand Awareness, Consumer Behavior, Multinational Corporations