Global branding is important to consumers because it provides them with a variety of brands from which to choose the one that best suits their needs. Global branding increases the number of products offered in various markets, thereby increasing the options of choice for consumers. Further global branding provides consumers with the opportunity to obtain high-quality products, as companies will be obliged to provide standardized quality on a global scale. Most consumers have diverse perceptions regarding global brands (Abbott and Snidal 96). To begin with, they believe that global brands are prestigious. Most consumers tend to associate global brands with high-end individuals in the community. Additionally, consumers associate global brands with high quality. They believe that global brands have undergone numerous quality checks before being allowed to trade internationally. As such, they will associate with such products believing that they will better meet their needs. Additionally, consumers believe that global brands are more expensive than local brands. In most cases, they think that the products are not manufactured in their locality, which increases their prices. Global branding has greatly affected my purchasing decisions. The most recent incident happened when I bought a phone. I had a variety of choices to choose one from. I automatically chose to buy a Samsung brand simply because I feel that global brands are of high quality. As such, I expect the phone to be more durable than local brands. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayGlobal markets pose many challenges to brand management. To begin with, businesses face differences inherent in the markets of different countries around the world. For example, the model a company adopts in the United States will not be similar to the one it employs in China due to various factors such as cultural and legal differences. Therefore, even if companies are ready to standardize their brand management globally, it will be difficult due to these variations. Second, entrenched local brands pose a challenge to global brand management. Local brands benefit from various conditions that favor them over global brands, including the ability to respond to unique market trends. As such, their brand loyalty is inherited from one generation to the next, making it difficult for global brands to break through. Finally, global brand management faces the challenge of increased attention to the purchasing power of retailers. Most often, the goals of local brands differ from those of global brands (Vartiak 77). Most local brands tend to meet consumer demands at lower prices as they are not required to go through lengthy formalities. As such, local consumers may tend to prefer local brands over global brands. Global brands require specific strategies, which can improve the perception of the specific brand. For example, the use of digital marketing, a consistent brand culture and customer-facing promotions can be helpful in promoting the brand of any multinational company. Digital marketing plays a key role in spreading existence.