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In developing marketing strategy for individual products, the seller has to confront the branding decision. Branding is major issue in product strategy. On the one hand, developing a branded product requires a great deal of long term investment spending, especially for advertising, promotion, and packaging. Consumer view a brand as an important part of product, and branding can add value to a product. Foreign branding is the strategy of pronouncing or spelling a brand name in a foreign language _seems to be targeted primarily toward influencing the brand image dimension of brand equity. (Leclerc, Bernd, Laurette, 1994). This research is about the effect of foreign branding influences consumers' perceptions and attitude. And then measure the attitude and perception influence toward the probability to buy.

Kata Kunci : Foreign Branding, Konsumen, Perilaku Konsumen