ABSTRACT
A global brand is a powerful brand that is positively recognised throughout the world. This chapter presents the essential concepts for global brand management, giving evidence to theory and practice with continuous reference respectively to scientific literature and business examples. The value of a global brand is strictly dependent upon this balance between global and international. A global branding strategy at first glance should appear more expensive: what should be reached throughout the world should be also more expensive that what should be reached in a single country; this is true. Global branding is not only for global firms, but also for local firms, aiming to earn higher value for their own brand. A global brand must transfer a sense of leadership, which is generated by the mission and most of all the vision of the enterprise. Knowledge management, business intelligence, and new technologies in general can contribute very much to the development of global brands.
