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International Branding

We are one of the few  translation companies to offer a unique consultancy, strategy, advertising service for the localization of international brands.

The premise is simple; when expanding into new markets, companies dedicate huge budgets to planning, marketing and logistics. However, brands and marketing messages can be interpreted differently from one country to another. Even for multinational corporations, this has led to some embarrassing and costly marketing failures.

Cultural and Linguistic awareness

A lacking of which, is the biggest cause of “crash and burn”  suffered by a brand launch in new territory. This common mistake of brands relying on their initial hard work of developing their identity, in their original markets, can be illustrated with many big brand names.

‘Finger lickin’ good’ – no medals for identifying the owner of this slogan. Imagine the satirical perception when the Chinese were encouraged to ‘Eat your fingers off’ at the launch of KFC in Asia.
‘White Power’ – this prototype name for an Audi car was disclosed on a press release forcing an apology from the car manufacturer for the obvious racial connotation.

Successful International Branding

To avoid these pitfalls we’ve designed two types of service, both utilize our vast resources of experienced linguists spread over many countries worldwide. The service acts as a cost-effective form of insurance for companies expanding to new overseas markets.