The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.

中文翻译：

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数字时代的全球品牌建设和管理

互联网和基于互联网的技术的迅速普及正在重塑公司建立和管理全球品牌的方式。尽管特定的平台和技术迅速变化，但基本趋势却没有迅速变化。本文确定了五种核心数字趋势对全球品牌建设和管理的影响：（1）数字全球销售渠道的兴起；（2）全球品牌战略的确立；（3）品牌活动的全球透明度；（4）全球品牌消费者之间的连通性；以及（5）物联网。对于每种趋势，作者讨论了市场中发生的主要变化以及未来研究的方向。