A successful global brand manages four important brand building blocksbrand salience, brand imagery, brand judgment, and brand resonance. A framework built around these four building blocks can be very useful in managing a global brand.Globalization is imperative in today's borderless world and building global brands is every marketer's dream. Brands like Coca-Cola, Nike, Fedex, Toyota, and Samsung have carved out significant brand equity with customers around the world. Kevin L Keller created the customer-based brand equity pyramid that can help marketers adhere to certain principles for effective global branding.

The aspect of brand salience is concerned with the memorability of messages and images and the ease with which customers can recall the brand. It focuses on the manner in which the brand connects with customers through various strategic initiatives. Global brands need to adapt to the local cultures to enable customers recall the brand. This involves positioning of the brand in a manner which appeals to local customers and ensures high recall. Though Unilever's Lifebuoy is a global brand, it has been marketed in India by connecting with the Indian audience in a credible manner. For example, after the brand was repositioned, it launched variants that used the pictures of "neem" to convey that Lifebuoy was helping children to fight germs. This made perfect sense to the Indian audience for whom "neem" conveyed attributes like "fighting germs" and "cleansing."

Likewise, Coca-Cola in India roped in popular Bollywood actor Aamir Khan to feature in its advertisements where he portrayed various characters belonging to certain Indian communities. Again, the Indian audience could immediately relate with the characters played by the actor and the brand soon occupied a "top of the mind" position. Further, Coca-Cola has made use of a specially created value proposition for the Indian marketthanda matlab Coca-Colawhich meant that Coca-Cola stands for "chilled drinks" since in India soft drinks are referred to with the generic term "thanda".

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