The issue with global brands is not so much whether to globalize or to localize, but how much of each to do. The fact that brands do get a consistent lift from being present in multiple markets, coupled with the need to exploit economies of scale, creates a powerful argument for marketers when they make choices on brand portfolios. But to be the best of global while being best of local, the same marketers need to factor in uniqueness and relevance of a local brand as well as the level of "globalness" in the product category.