It is said that although international and global brands have existed in one form or another for a long time, formal scholarly inquiry about the specific domain of global brands did not take root until the 1980s. Now the progress of globalization has put global brands on center stage. The current study aims to review the past and present of global branding research from the viewpoint of consumer behavior. It consists of the following three sections: the relationship between global and local brands, especially focused on the construct of perceived brand globality and local iconicity, global consumer culture, and branded product meanings. Finally, a view for future research on market globalization will be discussed.