People belonging to a global consumer culture associate similar meanings with certain places, people, and things (Merz et al, 2008). In such a global consumer culture, there are shared feelings toward sets of symbols, in particular, brands (Okazaki et al, 2010). While the extant literature does, indeed, seem to support the notion that standardized advertising strategy is the best way to facilitate building a global brand image and associated brand equity the degree to which execution needs to be adapted warrants much more study.