Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand's identity, known as brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures, but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese, and North American sample. This research further analyzes the impact of an individual's cultural values on brand commitment, which is an antecedent to brand citizenship behavior.