Research on Brand Internationalization Strategy of ANTA

Abstract

ANTA has become the second largest company in the global market value since its establishment, which is closely related to its goal setting, strategic choice and strategy implementation in the process of internationalization. This paper starts with the research on the brand internationalization development of ANTA, focuses on the analysis of its products and advertising strategies implemented in the process of internationalization, and summarizes its successful experience as a sports brand.