Global standardization versus localization have different qualities that can aid a company in their marketing strategies if used correctly. One benefit of global standardization is that every consumer, no matter where located, is able to buy what the company advertises and can enjoy the exact product every other consumer does. Through this, what the company offers could seem very appealing and is singular towards their brand. Additionally, this is cost$-$effective for the company since this allows them to sell the same product without having to make expenses in adapting it to other areas. This also saves time in advertising, since they do not have to create and promote several advertisements for multiple variations of a good. This also avoids the risk of consumer distaste if the variability created for a product is not appealing to other customers. A company may choose this if they are a smaller brand that can not afford to spend so much on creating multiple variations of a product. They may also choose this if their goal is to publicize and grow appeal for a unique singular product that can be universal to all consumers regardless of location. However, since this doesn't suit all local markets, there is a risk on whether on not all different types of consumers would be willing to buy the good. An example of standardization is Raising Canes who has three items on their menu $-$ garlic bread, chicken fingers, and fries. Though they don't offer a variety of food, their appeal and growth has been very high because they are known for their classic three items. Additionally, these three items are seen at every Raising Canes and are not modified due to location. People hear about their famous garlic bread, chicken fingers, and fries, and that is what they want to try when they go there. In other words, it is not something that fits into the norms of certain local markets, but that is where all the appeal stems from. With customization, or localization, the company modifies some of their products to fit into local markets and appeal to different types of consumers. This is beneficial because it allows for wide interest to occur. Also, it shows that the company recognizes diversity and different markets and has made steps to acknowledge them. However, the strong brand recognition that may come with certain goods may be weakened if there are now variations of the good. A company may choose localization if they are a big franchise with multiple successful locations and have the finances for additional expenses incurred by creating different product adaptations. McDonalds is an example of localization since they have modified some of the food they offer to appeal to consumers in different markets. For example, India's McDonald's has mango ice cream $($a flavor highly appreciated in India$)$ instead of vanilla soft serve. They also offer potato patties instead of meat to accommodate the significant population in India who are vegetarian. Through these customizations, consumers are more inclined to want to buy McDonalds and puts the brand in a good light in their eyes.