National expansion of British regional brands: parallels with internationalisation

Abstract

While international and even national brand owners may be more concerned with tailoring their brands for local markets, local and regional brand owners are still keen to expand to national level. Examines the elements of the decision‐making process for brand owners expanding beyond their home region, and compares this process with the internationalisation of national brands. Case study research in five companies from the UK food and drink sector provides examples, and a checklist for decision making is proposed.