This experimental research investigates the impact of the standardization of color, visual and graphic ad elements on consumer-based brand equity. The research examines the degrees of standardization on the basis of the number, type and combination of ad-element components and its effect on brand equity ratings. In this study, standardization is treated as an independent variable, as opposed to most other related research in international advertising, that have explored standardization as a dependent variable. The proposed statistical and research design provides a conceptual and theoretical framework for the implementation of standardization as a means and ways of globalizing ad campaigns to strengthen brand equity of global brands. The findings demonstrate that the more ad elements are standardized, the higher are the brand equity ratings. The study revealed that standardization of the number, type and combination of ad elements, have varying effects on brand equity. It was demonstrated that visual standardization moderates most positively in conjunction with either color standardization or graphic standardization to improve brand equity ratings for an ad campaign and the product. This dissertation establishes that the effect of the standardization of ad elements on brand equity ratings is positively moderated by the prior cognitive and affective reactions toward ‘globality of brands’. The findings provide a robust standardization guideline for optimizing the development of global ad campaigns to build strong brand equity in global markets.
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