The debate of whether to be global or local has been an important strategic issue for the past two decades. The case describes Johnnie Walker's efforts to move from a multi-local to a global brand. It makes the broad point that global branding is a strategic business decision that not only involves standardization of marketing activities across markets, but more importantly, requires significant internal changes in structure and process, to be successful. The case presents consumer data confronting Johnnie Walker and asks the question: What should Johnnie Walker's global positioning be?