Intellectual property (IP) protection plays a pivotal role in international branding by safeguarding brand identity, reputation, and long-term competitive advantage across global markets. As firms increasingly expand across borders, brands face heightened risks of imitation, counterfeiting, trademark infringement, and brand dilution. This paper examines the strategic importance of intellectual property protection in international branding by integrating perspectives from international marketing, brand management, and intellectual property theory. It analyzes key forms of IP relevant to branding, global legal frameworks, cross-country variations in enforcement, and the strategic challenges faced by multinational enterprises. The paper further explores the role of digitalization, emerging markets, and international institutions in shaping global brand protection strategies. Managerial implications and future research directions are discussed.
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