本文对全球品牌化研究进展进行了全面的回顾,建立了本领域的基本研究框架,包括全球品牌认识演进、全球品牌定位与全球品牌资产三大方面,梳理了重要的核心构念及相关研究成果。作者通过回顾所呈现的研究脉络是:品牌感知全球性构念推进了全球品牌概念的界定及操作化,全球品牌维度确立了全球品牌资产的基本来源;全球消费者文化为全球品牌定位提供了基本指引,而品牌感知全球性与本土象征价值则成为全球品牌定位的基本关系研究;全球品牌资产存在跨国评价的差异性,其原因包括品牌特征、国家特征及文化价值观的影响。本文还梳理了与全球化相关的影响全球品牌态度的若干重要构念。最后,作者立足于中国领先跨国公司品牌全球化角度,提出了若干未来研究展望。 This article reviews the progress of global branding research and establishes the basic research framework in this field, including the evolution of global brand awareness, global brand positioning and global brand equity. It also reviews important core concepts and related research results . The research context presented by the author is as follows: The global concept of brand awareness promotes the definition and operation of the global brand concept. The global brand dimension establishes the basic source of global brand equity. The global consumer culture provides the basic global brand positioning However, the global brand perception and the local symbolic value have become the basic research on the global brand positioning. The global brand equity has the difference of the cross-country evaluation because of the influence of brand characteristics, national characteristics and cultural values. This article also examines some of the important concepts related to globalization that affect global brand attitudes. Finally, the author puts forward a number of future research prospects based on the brand globalization of China’s leading multinational corporations.