The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue that international marketing demands approaches which can provide practical information in terms of data collection and presentation. By way of illustration we refer to research conducted on behalf of Fisherman's Friend a brand marketed in over 80 countries worldwide. The approach is based on a market model and systems originally developed by Len Marchant and Peter Hutchinson of Marcos, and marketed internationally to adopt a truly holistic approach to developing and managing successful brands demands a viable understanding of how markets work. This means that it is necessary to get below the observed behaviour of the purchasers to the underlying physics, if we may use the word, of the dynamic systems which we call markets. The Marcos consumer choice model, based essentially on the assumption that purchasers choose the brands which suit them best at the time, fits real markets accurately and consistently. It tells us why those brands which have a clearly defined meaning and a relevant relationship with the consumer are best positioned for success and what other elements are necessary.