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Consumer Goods &
Marketing
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"Executives say cultural differences (63%), along with language and translation issues (44%) are the two primary barriers to maintaining their brand effectively in international markets. However, efforts to localize brands, through translation and cultural adaptation, do pay off: two-thirds of survey respondents agreed that such efforts had a positive impact on sales in those regions."
"Guarding the Brand", Economist Intelligence Unit, July 2006
Brands go global.
Few companies believe that they maintain a consistent brand across their sales collateral, websites, and brick-and-mortar outlets. Companies rarely achieve a consistently superior brand experience, which spans a variety of customer touchpoints. In an era of rapid technological change, channel fragmentation, and intensifying competition for consumer attention, building and maintaining a global brand is an increasingly complex and challenging task.
Consistent processes.
The language factor makes it even more difficult: product managers often use a multitude of translation providers. Too often there is neither the time nor the resources to create and monitor a corporate-wide business process that covers an entire work-flow, from authoring to publication. This can include translation, tag-line testing, adaptation, in-country review, terminology conciliation, re-work, and other tasks as intermediary steps.
The right support.
As specialists in language management, we help you maintain your brand in many languages from many locations. We archive your language assets (existing translations, terminology, catalogs and brochures) centrally and make them available to all product managers independently of their location. We handle in-country reviews and conciliation processes as well as any urgent extra work ("Follow the Sun Premium Service"). With LinguaNet you always have a validated, informed and experienced team to support you.
Above all, our translators and editors know what and how to write. Whether you're selling electronic devices, food or luxury articles, our language experts live in the target market. They know how to localize a "selling" text and adapt it perfectly to that region's public.
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