International Journal of Management

Digital branding in global markets has shifted from “broadcast and remember” to “engage, personalize, and earn trust continuously.” Brands now compete inside platform ecosystems where discovery, social proof, community, and conversion occur in compressed cycles. At the same time, global scaling demands careful handling of cultural meaning, language, and local norms, while maintaining a coherent brand identity. This paper synthesizes prior research and proposes an integrative framework for global digital branding that connects (1) strategic identity and positioning, (2) platform and channel architecture, (3) localization and cultural design, (4) data-driven personalization and measurement, and (5) trust and governance across markets. We provide actionable strategy levers, implementation considerations, and key metrics for practitioners. The paper concludes with research directions on AI-mediated brand experiences, cross-platform attribution, and resilience to reputational shocks in a volatile digital media environment.