The article discusses major strategic necessities for deciphering and enhancing the level of expressions which could make the `global brand' a viable solution both for the customers and for the firms. The focus of the article is not merely on the functional attributes of the global brands, but largely so on the non-functional ones. The article identifies six strategic necessities which could ultimately strengthen the equity of a global brand, thereby making it more expressive and connected with its customers.

Most definitions of a brand manifests its functional attributes, but the contemporary practices, owing to a higher degree of strategic maneuvering, reflects a larger pursuit. Therefore the concept of `global brand expression' becomes inevitable in defining the larger strategic orientation when we talk of a `global brand'. The global brand expression constitutes three core elements: a) positioning; b) identity; and c) personality.

Brand positioning is all about the image that the firm wants to create in the mind of the customers. It is important to comprehend that the vitality of `positioning' lies more on how a brand is being perceived instead of what the brand actually is. A fallacy in positioning strategies of a global brand may decrease the firm's ability to sustain the competitive advantage which it could have otherwise accrued. The brand positioning of a global brand intends to make it distinct from the competition in terms of its attributes.

The identity of a global brand is necessarily a set of associations which a customer relates to the brand including those of visual representations, logo or even the name itself, for instance, the Nike `Swoosh' or the `Keyhole' by SBI. The personality of a global brand is the characterization or personification of a brand. For example, in case of Pepsi and Thumps Up; wherein both the brands cater to the cola segment, yet the personality of Pepsi is more of `bubbly', `sweet', and `fun-loving', whereas, Thumps Up is `sturdy', `strong' and `adventurous'

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