International Journal of Management

Traditional brand equity models (e.g., Aaker, Keller) focus on consumer perception, brand loyalty, and perceived value within a single-market context. However, globalization has fragmented brand perception across cultures, political systems, and digital platforms. This paper introduces advanced metrics for evaluating international brand equity that integrate cultural adaptation, cross-market sentiment analysis, geopolitical risk, digital identity congruence, and supply chain credibility. The proposed Cross-Border Brand Equity Model (CBBEM) expands measurement beyond awareness and loyalty to include regional identity signals, cross-market pricing alignment, social impact legitimacy, and AI-driven behavioral analytics. Findings reveal that international brand equity is multi-dimensional, fluid, and highly dependent on cultural interpretability and transnational digital coherence.