Advertising as a Strategic Marketing Tool for Global Brands: A Qualitative Analysis

In an increasingly competitive global marketplace, advertising extends beyond the promotion of products and services. It is a strategic instrument for shaping brand identity, strengthening competitive positioning, and sustaining consumer attention. For global brands, its strategic value lies not only in communicating with consumers but also in differentiating themselves across diverse markets and evolving business environments. This study examines advertising as a strategic marketing tool for global brands through a qualitative analysis of 75 YouTube videos featuring internationally recognized brands. Drawing on secondary data from financial media outlets, the research explores how advertising contributes to brand positioning, competitive advantage, consumer engagement, and long-term brand development. The main methodology is thematic analysis (TA), used to identify recurring patterns in media narratives concerning advertising strategies, resource utilization, brand management, and market competition. The study aims to demonstrate how advertising is represented as a strategic mechanism. Because global brands communicate value, differentiate themselves from competitors, and respond to changing market conditions, a qualitative approach allows for a versatile, context-rich, and systematic analysis. By analyzing media content, this research provides qualitative insights into the strategic role of advertising in global brand management, while recognizing that media narratives reflect interpretations of corporate strategies rather than direct evidence of their financial outcomes. The main unit of analysis is brand narratives related to advertising activities. The findings contribute to a deeper understanding of advertising as a multidimensional strategic tool in an increasingly competitive global marketplace.