Abstract:

By reviewing the research progress on global branding comprehensively, this paper establishes the basic framework on global branding research, including knowledge advancement of the conceptualization of global brands, global brand positioning and global brand equity, and identifies the key constructs and its related research results. The previous research treads are clearly presented as follows: the definition of global brand and its operationalization is advanced by the seminal work on construct of perceived brand globalness, and the basic sources of global brand equity are established by the studies on dimensions of global brands; the research on global brand positioning are implicated by the construct of global consumer culture and are centered on the relationships between the two constructs of perceived brand globalness and brand local icon value (or local iconness); the evaluations of global brand equity are inconsistent among the different countries which are influenced by the brand and nation characteristics, and the cultural values. Moreover, this paper summarizes the important constructs related to globalization which are usually used to explain the global brand attitudes. Standing on the perspective of brand globalization of leading Chinese companies, the author proposes some future research suggestions at end.

Key words: Global branding, Global brand positioning, Global brand equity, review