An eye-catching website doesn’t necessarily mean you’ll attract business in the global marketplace. What makes your product or service popular and “in-demand” in the U.S. may not make it attractive to prospective international buyers. So, how can you generate sales and boost your company’s value by building global demand for your products and services? Understanding how to carry out an effective marketing strategy to create brand awareness and earn the trust that goes along with it is key when you are taking your company to international markets. Axel Hofmann, Managing Director of RED International, a Dubai-based company specializing in exhibition stands, interior designs and event management, shares his knowledge on how to successfully brand your business in the global market.