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.
一个品牌的优势是，它降低了搜索成本和通过信息和图像的标准化的顾客感知风险。然而这种标准化是在跨文化的情况下一个巨大的挑战。已经观察到，在处理不同品牌不同社区有偏离这个标准化。离开那个品牌试图保持他们的品牌形象和品牌个性。品牌全球化的最大影响之一是，组织寻求扩大超出了他们的本地市场试图重复试验配方，例如当肯德基开辟了一个新的出口，在任何国家，它不会尝试新的东西在最初的几个月。肯德基相信客户会喜欢其现有的产品，这正是发生在肯德基扩大在亚洲。在其扩张肯德基新年初始只是现有菜单提示。这是一年后，只有当肯德基是一个品牌的建立，当它开始在它的菜单项。（米切尔，2001）其实公司认为，消费者将渴望消费由于其真实性的大品牌，可靠性和协会。然而，这种趋势是逐渐改变公司了解当地的文化，了解他们独特的需求，由于人口和生活方式的改变。可以说，最大的挑战是保持现有品牌的标准化和客制化之间的平衡，当他们走出局部边界。
