The global market becomes more and more the reality where there are functioning enterprises. This concerns, first of all, large corporations striving to achieve economies of scale. However, the necessary flexibility and the need to adjust to the cultural or legal requirements bring in question the real existence of global brands. Even those of them, which seem to be global, are modified by enterprises, sometimes very much significantly, in particular markets. The global brand is offered as a combination of flexibility that allows for adjusting it to the local requirements and the standardised core that allows for achieving economies of scale.