跨国品牌在东道国市场大多会面临合理性缺失的困境，新兴经济体的品牌亟须解决各种“负面标签”的困扰。 本文基于组织身份理论，对金立Gionee和天珑Wiko两个手机品牌的国际化过程进行案例研究，探索在初次开展国际化战略的过程中，跨国品牌如何通过在海外市场塑造有利身份，从而克服身份劣势并获得品牌合理性。 本研究发现，跨国企业可以通过对跨国品牌的身份标签与意义进行优化调整，来塑造符合东道国市场的品牌身份；其次，跨国企业需要比较东道国和母国的制度优势，并根据自身的国际化模式来正确地调整品牌身份标签与身份意义；此外，本文还归纳了塑造品牌身份标签和意义所涉及的内容，并指出应釆用相应的身份沟通策略将其传播，帮助企业清晰地传递新身份，以获取合理性。

There are multiple reasons why multinational brands are in legitimacy distress when they are introduced into their host countries, markets.  The brands from developing countries encounter difficulties of tearing various “negative labels” off, thus leading to multinational brands under enormous legitimacy pressure.  This article analyzes the cases of the internatioanlization process of Gionee and Wiko based on organizational identity theory.  It explores how the brands build a new and beneficial identity through brand identity forming when they expand overseas for the first time.  Consequently, they can overcome the disadvantages of their original identities and gain brand legitimacy.  Researches in this article show that, during the brand's internatioanlization process, it can build a new brand identity that fits the host country market better through making optimization and adjustment to its identity label and means.  Furthermore, transnational brands need to know how to adjust their brand identity label layer and means layer selectively according to the criterion whether their home country has a comparative institutional advantage and an international model of brand.  Meanwhile, the article also concludes the content involved in constructing the brand identity's label and means, and concludes that these should be spreaded by applying relative identity communication strategies, thus helping enterprises transmit the new identity clearly to gain legitimacy.