International Journal of Management

In an increasingly interconnected global marketplace, brands are no longer confined by national boundaries. Organizations seeking sustainable competitive advantage must develop global branding strategies that effectively build and manage brand equity across diverse cultural, economic, and institutional environments. This study examines the relationship between global branding strategies and cross-border brand equity, emphasizing standardization versus adaptation, cultural sensitivity, brand consistency, and consumer-based brand equity dimensions. Using an integrative conceptual framework supported by prior empirical literature, the paper explores how global brands create, transfer, and sustain brand equity across international markets. The study contributes to international marketing literature by synthesizing strategic branding approaches and offering managerial insights for multinational corporations navigating complex global environments.