The globalization of markets, advances in communication and information technologies as well as the economic integration of markets have facilitated international business operations. Due to saturated domestic markets, substantial growth opportunities for internationally operating firms are expected in the so-called emerging markets that can be characterized by a comparatively high market potential. In the case of advanced markets such as Austria, the emerging markets of Central and Eastern Europe are the primary region of focus. This work investigates how firms from an advanced market can leverage their business success in selected emerging markets of Central and Eastern Europe, specifically regarding the aspect of brand management. Strategic implications for business practice include the possibility for firms to pursue an international marketing strategy across several markets of Central and Eastern Europe.