Global Brand Building and Management in the Digital Age

The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.