Global branding is significant to consumers as it offers them a variety of brands to choose from which best suits their needs. The global brand increases the products offered in various markets, thus increasing the choice options for consumers. Further global branding offers consumers the ability to obtain high-quality products because companies will be forced to provide globally standardized quality. Most consumers have different perceptions about global brands (Abbott and Snidal 96). For starters, they believe that global brands are prestigious. Most consumers tend to associate global brands with high-class individuals in the community. Additionally, consumers associate global brands with high quality. They believe that global brands have undergone a series of quality checks before they can trade internationally. Therefore, they will associate with such products thinking that they will meet their needs better. Furthermore, consumers believe that global brands are more expensive than local ones. In most cases, they think that the products are not manufactured in their locality and this increases their prices. The global brand significantly influenced my purchasing decisions. The most recent incident was when I was shopping for a phone. I had a variety of choices to decide on one. I automatically chose to buy a Samsung brand simply because I have the perception that global brands are of high quality. Therefore, 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 Shouldn't Be Banned"? Get an Original Essay Global markets pose a number of challenges for brand management. For starters, companies face inherent market differences in various nations 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, as much as companies may be ready to standardize brand management globally, it will be difficult due to such variations. Second, entrenched local brands pose a challenge to global brand management. Local brands enjoy a variety of conditions that favor them over global brands, including the ability to serve 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 is faced with the challenge of a greater focus on retail purchasing power. More 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. Therefore, local consumers may tend to prefer local brands over global ones. 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 promotions can prove useful in promoting the brand of any multinational company. Digital marketing plays a key role in spreading the word about the existence of the product and at the same time improves the sale of the products (Pernu et al. 80). Using traditional marketing methods could prove costly as it can fail in some areas. This will positively promote the company's brand. Building a brand culture.