The results corroborate the perception that sectors such as food and drink are more multidomestic and do, therefore, require a "local" presence. Even in soft drinks, the percentage of brands in more than one market was only 35%. This doesn't mean that global brands don't have an opportunity, buy marketers may have to tread more carefully in imposing global brand names especially at the expense of well established local ones. Global marketers may be better advised to leverage global technology platforms to the benefit of an existing local brand.