The central role of branding in establishing the firm’s identity and building its position in the global marketplace among customers, retailers and other marketplace participants makes it increasingly imperative for firms to establish a clear cut international branding strategy. This paper examines the impact of branding aspects on firm performance in the emerging markets of Southeast Asia. Specifically, the question of standardization versus adaptation of brand promotion is the focus of attention. After literature review, a conceptual model suggests that the standardization of brand promotion as well as a long-term brand vision provided by management positively influence target market performance.