We are living in the world of globalization and mass production. A few years ago Manchester United, LA Lakers, NY Yankees or San Francisco 49ers would have meant nothing to a kid sitting in Karachi, Mombasa, Beijing or Kolkata. However, they are as enthusiastic about these teams as any kid living in San Francisco, Los Angeles, Ney York and Manchester. It means that the need for the brand merchandize has multiplied likewise. The problem is that people in different regions in the world follow different systems of measurements.