In today\'s constantly developing and changing conditions, companies want to take part in international markets with the effect of many driving and attractive forces. Internationalization, business activities outside the national market limits bring strong competition. In fact, businesses create brands to distinguish their products from other products and to create loyal customers. The brands of internationalizing companies are also beginning to internationalize. This is the environmental, economic, legal, etc. for each international market. It is a continuous and important process that needs to be managed under different conditions. In other words, success in international markets requires effective brand management and brand equity. Within the scope of this research, it is aimed to explain the basic concepts about brand, brand value and brand management and to determine what should be done for successful brand management in the process of internationalization. Within the scope of the research, document analysis technique which is one of the qualitative research methods was applied. In the literature, related researches have been examined.