Abstract: Strategies choices before and after cross-border brand M&A of Chinese firms are quite important, because M&A are incidents outside the control of the consumers and employees that may influence their relationship and behavior toward the brands. The choices of strategies play a key role whether brand M&A can achieve the anticipated target. In view of this, it is very important to deeply study the decision-making framework of Chinese firms to implement cross-border brand M&A. It presents the decision-making framework for cross-border brand M&A of Chinese firms, choosing similar or complementary brands; strong or weak brands; international or local brands; using branded house strategy or house of brands strategy; using one brand or keeping both; integration or disintegration, and so on. Cross-border brand M&A by Jinjiang, Lenovo, Haier, Brightfood, Geely and other Chinese companies, provides a useful reference for the Chinese firms. For Chinese firms those will carry out brand transnational M&A, they should choose appropriate target based on their own development strategies, based on internationalization of the brand or access to the international market. At the same time, they should consider to retain the product brand and highlight the corporate brand, and accurately control the degree of integration and speed of integration.

Key words: Brand M&, A丨Brand Integration丨Brand Equity丨Brand Strategy