In an increasingly interconnected and competitive global marketplace, firms are compelled to innovate continuously while simultaneously building strong and credible global brands. Open innovation—defined as the purposeful inflow and outflow of knowledge across organizational boundaries—has emerged as a powerful strategic approach that reshapes how firms develop, communicate, and sustain global brands. This research paper examines the role of open innovation in global brand development by integrating insights from innovation management, branding, and international marketing literature. The study explores conceptual foundations, key mechanisms of open innovation, its impact on brand identity, brand equity, and customer engagement in global markets, and the challenges firms face when adopting open innovation strategies. A conceptual framework is proposed to illustrate how open innovation processes influence global brand outcomes. The paper concludes with managerial implications and future research directions, emphasizing the strategic importance of openness, collaboration, and co-creation in global brand building.
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