Our objective is to explore the nature, the risks and the advantages of emerging countries’ companies branding approaches and to identify factors associated with the successful transfer of information from these brands to the consumer. The research is a conceptual one which proposes an analytical modelisation of brand equity issues in emerging countries’ companies.A comparative analysis of the four strategic branding concepts for emerging countries’ companies when expanding abroad is performed. The four strategic branding intents can be classified according to the motives and benefits as well as the predominant styles of expansion displayed by emerging countries’ companies when internationalizing.

• Claude Chailan(University of Strasbourg, France)