Multilingual Branding: Challenges of direct translation in Global Marketing


FM 102 Armenia

Creating a brand across regions, cultures and different languages requires more than direct translation of your product name, positioning, tagline, packaging or e-commerce site.

It needs to appeal to markets with varying linguistic quirks, tastes and cultural sensitivities. Sometimes, that means conveying the sense of a brand online, rather than relying on a word-for-word translation of the original website, a process known as ‘trans-creation’.
Some of the biggest brands in the world often get it wrong. Remember Coors’ ‘Turn it loose’ slogan, which roughly translated as ‘get diarrhea’ in Spanish? you think they would have learned from ‘Nova’ the car that ‘doesn’t go’ or the ‘Pinto’.


The result of using trans-creation, rather than simply translation, is a global brand that has local appeal. A truly international brand’s e-commerce site will elicit the same emotive response from consumers the world over – to want to interact, engage, sign up, donate or buy.

GK Tribe Global with experience in over 50 countries worldwide can help you launch your product, e-commerce site or social media plan seemlessly in all major markets.




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