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This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand.

The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding, global branding, and share of heart literature.

The paper provides information and action approaches to marketers to aid them in managing the emotional ties of global brands to specific market segments. The term “global brand” is used extensively in business but its nature and scope are not understood by all. Global brands are few in number and must satisfy several criteria to be considered truly global. This study explores the requirements for global branding as well as the characteristics and advantages of global brands. Brands may be considered in two dimensions based on their acceptance by consumers …