One of the advantages of Branding is that it reduces the search cost and perceived risk of the customers by standardization of messages and images. However this standardization poses a great challenge in cross-cultural situations. It has been observed that while dealing with different communities in different cultures Brands have to deviate from this standardization. Leaving that Brands try to maintain their Brand identity and Brand personality. One of the biggest effects of globalization for Brands is that the organizations seeking to expand beyond their local market are trying to repeat the tried and tested formula, for example whenever KFC opens a new outlet in any country it does not try anything new in initial months. KFC believes that customers will like its existing product and this is exactly what happened when KFC expanded in Asia. In the initial year of its expansion KFC was presenting only existing menu. It was some years later, only when KFC was an established Brand, when it started with new items in its menu. (Mitchell, 2001) Actually companies assume that consumers will be eager to consume the big brand due to its authenticity, reliability and associations. However this trend is gradually changing with companies understanding the local culture and understanding their unique demands that arise due to change in demographic and lifestyles. It can be said that biggest challenge for existing Brands is to maintain a balance between standardization and customization when they are expanding beyond local boundaries.