HOW TO: Keep control of your brand when operating in multiple markets

With international expansion an attractive prospect for many companies at the moment, Tristan Rogers, CEO of ConcretePlatform.com, explains how to keep control of your brand when operating in multiple markets

With the UK economy still struggling, international expansion is becoming an increasingly desirable option for many businesses. The benefit of this approach is clear: if a popular UK brand can be extended to customers overseas, the company can enjoy additional revenues and healthier margins by broadening its business beyond the weak domestic market.

However, as you can imagine, international expansion can often be a long, complicated and drawn out process that needs to be monitored very carefully in order to reap the maximum benefits of this strategy.