Discussion on Brand Communication Strategies and Pathways for Multinational Enterprises in International Cooperation

Abstract

In recent years, the accelerating globalization has made the exchanges and cooperation between countries increasingly close, and
the issue of brand communication for multinational enterprises (MNEs) in international cooperation crucially important. This paper primarily explores the brand communication strategies and pathways for MNEs in international cooperation, which involve different aspects such
as cultural adaptation strategies, integrated marketing communication strategies, and digital communication strategies. It is hoped that this
research can lay a solid foundation for MNEs to achieve smooth dissemination of their brands throughout the international market and for the
continuous enhancement of their competitiveness.