This article sets out a model for structuring the decision to standardize or adapt international brands, and assess its appropriateness. After briefly overviewing the standardization debate, the authors argue that the core essence of the brand should reamain unchanged, but its execution should be adapted. The article next describes a conceptual demand-supply model which propose should encapsulate the key issues considered in international branding decisions. This is tested against a Eurocom survey and also with in-depth interviews among managers of successful pan-European brands. The managerial implications are considered along with conclusions and directions for future research.