Global brand as a marketing strategy is built around the idea of creation of a single global strategy that can be replicated in local markets. One story that can be literally and figuratively translated in multiple languages so that it will resonate and engage consumers around the globe. One of the pillars of global branding execution is brand consistency – consistent application of brand materials across touchpoints and geographies.
Why is the brand execution consistency important? The reason is the Brand Equity and Consumers' Brand Knowledge Structures which are influenced by marketing communication activities of today. Any marketing action a firm takes today can change consumer's Brand Awareness of Brand Image and have an indirect effect of future marketing activities. Consistency in communication towards consumers is critical to maintaining the strength and favorability of consumers' brand associations.
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