The positioning of a brand strategy is unprecedentedly moulded by the consumer perceptions, and so, the purpose of this study is to comprehend the influence of brand competence in the stereotype-building that shape perceptions and consumer behaviour, which is asserted to be a research gap in previous literature. A survey research, conducted in the UK upon the product brands of a consumer market, analysed the phenomena of perceived brand globalness (PBG) and perceived brand localness (PBL) through an enquire targeting the final consumer. The results uncovered a residual superiority of global brands, but not deterministic of purchasing intentions. Brand competence and stereotyping demonstrated a reciprocal influence. The myth of incommensurability between global and local branding strategies was demonstrated to be off beam, and likewise, the alleged inverse proportionality of local and global stereotypes. In this context, the future of brand extensions and rebranding require a compatibility of both strategies and the hybridization of globalness and localness on one’s portfolio management exercise. Nonetheless, the extension of the general influence of the brand to gain higher control over the consumption patterns ought to abandon the seemingly unattainable logic of micro-targeting and focus on the meta-mapping of the “consumer mosaic” and the underlying contingencies of accessibility and manipulation of large amounts of data.

品牌战略的定位前所未有地受到消费者认知的影响，因此，本研究的目的是了解品牌能力对塑造认知和消费者行为的刻板印象的影响，这被认为是一个研究空白在以前的文献中。英国针对消费市场的产品品牌进行的一项调查研究，分析了感知品牌全球化（PBG）和感知品牌本地化（PBL）现象通过针对最终消费者的询问。结果揭示了全球品牌的剩余优势，但并不能确定购买意图。品牌能力和刻板印象表现出相互影响。全球和本地品牌战略之间不可通约的神话被证明是不合时宜的，同样，所谓的本地和全球刻板印象成反比。在这种背景下，品牌延伸和品牌重塑的未来需要两种策略的兼容性以及产品组合管理实践中全球化和本地化的混合。尽管如此，