The Role of Brand Management in Building Global Brand Equity

Abstract

Brand management has become an important strategic activity for building and maintaining global brand equity. The purpose of this research is to analyze the complex link between brand management activities and global brand equity in terms of such dimensions as brand awareness, brand loyalty, perceived quality, and brand associations. An integrated conceptual model will be developed based on the resource-based view of the firm, consumer-based models of brand equity, and strategic marketing theory. This study will explore how coordinated brand positioning, integration of digital marketing activities, cultural adaptation of brands, and customer involvement contribute to global brand equity creation. A mixed-method research approach was chosen that included both a survey of marketing and brand management professionals in multinational corporations and secondary data collection from brand valuation studies (2016-2024). Structural Equation Modeling (SEM) and longitudinal trend analyses were used to examine four hypotheses related to the impact of brand management strategies on global brand equity components. It was found that brand management strategies that remain consistent have a statistically significant positive effect on all four equity components, with the largest effect found to be exerted on brand awareness (β = 0.621) and total brand equity (β = 0.673). Moreover, it was discovered that brand management strategies that adapt to changing market conditions also show good results regarding building up equity compared to brand management strategies that remain consistent, while brand management strategies that change inconsistently show significantly poor results compared to both other types of strategies.