This study is to further explore how quality and prestige which come by global brand influence purchase likelihood. Meanwhile, it also focuses on the key factors that construct the figure of global brand concepts on consumers. Students in Business Department of Tamkang University are chosen as participants of this study. Using path analysis to explore the relationship of marketing strategy, global brand and purchase likelihood. The results of this study indicate the most significant ways to perceive global brand are brand awareness, brand origin and brand image. Besides, other marketing strategies such as standardization of advertising, brand celebrity and the advantage information of country of manufacture could also enhance the perception on global brand. As for the effect of purchase likelihood, the finding is global brand is negatively related to, since consuming global brand belongs to a specific segmentation, it couldn't influence each consumer. Otherwise, the result affirms global brand could give consumers the feeling of high quality and prestige, and through both ways of quality and prestige it could give rise to the motivation of purchase is obviously significant.