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Localization And Branding


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This presentation outlines the many challenges companies face when deciding to take their brand global. The presentation features several case studies and an in-depth look at how localization drives branding and vice versa.

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Localization And Branding

  1. 1. Localization and Branding Chris Raulf Marketing Manager ENLASO Corporation Tel: (720) 259-8524 March 2010
  2. 2. Overview / Agenda 1. 1 Definitions 2. Branding and Localization 3. 3 Case Studies 4. Using Social Media and MSEO to Support your Brand
  3. 3. Localization: Definitions Globalization • Locales – Combining place place, culture, and language. Internationalization • Globalization – Establishing a Localization Locali ation plan to take a message or product to different locales. • Internationalization – Creating the “product” so that it can later be easily applied to each locale. • Localization – Modifying the source product for each locale. • Translation – C l i Converting text in a source language to text in a target language.
  4. 4. Branding: Definition • Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. • Brand = Experience • Everybody / everything communicates… positively or negative • Known brand vs. no-name brand • Higher profit margins / premiums • Loyal following -> corporate profits / corporate value >
  5. 5. Expert opinions on branding and localization… l li ti • “Coming from an Arabic speaking country, sometimes international g p g y, businesses use the same brand image or logo using the exact translation from English to Arabic and most of the time it doesn't make sense and causes confusion.” • “Will a product or brand name resonate, offend or make sense to multiple market segments?” • “Legal claims can d l “ l l delay schedules if not approved or adjusted ahead of time h d l f d d d h d f (can I say such-and-such in Canada?).” • “Know your regulatory facts related to additional or new markets. Know markets.” • “Do images and art used meet multicultural needs, or do I want market-specific versions?”
  6. 6. Pepsi’s “Come Alive With the Pepsi Generation” Generation was translated into “Pepsi Brings Your Ancestors Back From The Grave” in Chinese. “Bite the wax tadpole” or “Female horse stuffed with Female wax” “tasty can make you happy tasty, happy” or “so mouthwatering it makes you happy”
  7. 7. Overview / Agenda 1. Definitions 2. Branding and Localization 3. Case Studies 4. Using Social Media and MSEO to Support your Brand
  8. 8. Branding and Localization g • “Guarding the Brand” – ~150 C-level executives worldwide – Industries: Finance, Technology, Professional Services, and Manufacturing Sectors • Globalization is making brand management harder, but more vital than ever – 9 out of 10 generate at least 10%, nearly 50% generate 1/3 or even more revenue from outside of home market – 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 – Two thirds of survey respondents agree that efforts to localize brands, through translation and cultural adaptation, do pay off. Efforts had a positive impact on sales in those regions. • Technology is helping to facilitate better brand management – Getting information technology right is not always without challenges (CMS, GMS, etc.) – 10% said global, regional and country specific Web sites are inconsistent htt // b d h l /i / /308 SDL G di th B d J 6 2006 df
  9. 9. Branding and Localization Tools / processes to ensure consistency in branding, localization, and translation.
  10. 10. Pay Close Attention to the Use of Colors, Imagery, and Icons when Developing g y p g Content for Global Use Red Africa – Death and bloodshed China – Communism, celebration, good luck, joy and fertility Greece – Love and good luck India – Birth and fertility Mexico – Religion and vibrancy Scandinavia – Strength United Kingdom Authority, government and power United States – Warning, passion and spicy Purple Italy – Color of the church, authority y , y Latin America – Death United States – Nobility, law and bravery Source: http://getinternationalclients com/the impact of color and its different associations in multicultural marketing/
  11. 11. Pictures and Imagery Can Be Offensive in Some Markets
  12. 12. Overview / Agenda 1. Definitions 2. Branding and Localization 3. Case Studies 4. Using Social Media and MSEO to Support your Brand
  13. 13. Case Study Web Sit L W b Site Localization li ti • Launched on April 21, 1995. • Brought online dating into the mainstream in the US. • L Localized Web site in 18 l li d W b it i languages i 32 countries in t i over 6 continents. • Full I18n effort: Support the various languages, fonts, pp g g , , formats and customization required to take the site global. • In 15 years Match com has grown to more than 20 years, million members with profiles posted and 1.5 million paying subscribers.
  14. 14. What’s in there???
  15. 15. McDonald’s Icons Case Study Creating a New Visual “Language” of Nutrition • 30+ years history of sharing nutritional information • Make more consumers aware about nutrition information • Existing icons / labels confusing • Create images / icons in line with branding that communicate concept in a g g consumer- friendly way across the globe • Nutrition Information Initiative (NII): Make information broadly accessible to more consumers • Meet EU minimum guidelines for nutritional information / expand concept beyond EU • No existing / established “language-free” nutrient visuals
  16. 16. McDonald’s Icons Case Study Some challenges: • Packaging lacked room • Original icons not universally acceptable i ll t bl • Culture greatly impacts interpretation of icons • Many markets = Many M k M opinions • Work in 109 countries w/o evoking negative, socially ki ti i ll or politically inappropriate connotations • Print / display not only on packaging • Be available from a legal standpoint
  17. 17. McDonald’s Icons Case Study • S Scope – Understand findings from analysis at a glance – Which icons were acceptable, which needed a few tweaks, or complete revamping – Examine each proposed icon in 109 markets for: • Existing meanings for the visual • Prevalence of the existing meaning(s) • Existence, prevalence, intensity of NEGATIVE connotations ,p , y • Existence, prevalence, intensity of POSITIVE connotations • Existing similar symbols currently in use • Interpretation issues caused by color variations • Risk assessment of misinterpretation of the visual • Overall acceptability of using a visual, based on expert iconographer’s judgment – A lot of data • 109 countries • 8 measurements, for • 15 draft icons • >13,000 data points to analyze – ENLASO provided executive summaries to save McDonald’s team time McDonald s
  18. 18. McDonald’s Icons Case Study – Design / evaluation for key nutrients went ok – Some supplemental nutrients more challenging Icons for Calcium Negative Cultural Feedback Dogs, dog food and low quality. Has potentially insulting connotations in some Muslim regions. Vague resemblance to milk cartons in some countries. More countries associated image with buildings, and in some cases portable toilets. buildings toilets Two countries noted resemblance to phallic symbols or tombstones. Milk bottles were often associated with mysterious, dark liquid, beer or wine bottles. Some feedback that bottles could contain poison. Although the “smiley face” was considered a positive image, typically it was not associated with calcium. In Ireland this symbol is associated with narcotics or medicine.
  19. 19. Key-findings: Goals: - Green means “good” and red means “bad”, no - Create a new global language of nutrition matter where you live. - Enhance the customer experience - Common American symbols can mean something very different elsewhere elsewhere. - Provide nutritional information on food wrappers - If you think a visual is completely harmless, think - Compliance with European Union minimum again! guidelines - If you think a picture can be interpreted negatively, - Reduced costs / icons are easy to print and distribute it probably will be! across multiple markets - G i d a l t of goodwill among M D Gained lot f d ill McDonald’s critics ld’ iti - Initiative supported their brand
  20. 20. “Suffer From Diarrhea” (Turn It Loose) “Are You Lactating?” (Got Milk?)
  21. 21. US “Foreign” Market - Demographics • Relative US population by language • 100+ languages spoken in the US • 11 most important languages from a marketing standpoint • ~50M non-English speakers -> 50% limited English skills • Hispanics: - 30% total non-English speaking population in US - Buying power in 2008: $980 billi billion - Estimated buying power in 2013: $1.3 trillion Data: US Census Bureau, 2000
  22. 22. • US Hi Hispanic online i li population: 20.3M • 11% of total US online market • U.S Hispanic Internet audience outpaced total U.S. online population in terms of number of visitors, time spent and pages consumed • Trend: Growing Source: leases/2009/4/U.S._Hispanic_Internet_Audie nce_Growth
  23. 23. Cricket Communications Case Study • Wireless service: month-to-month contracts only • No credit checks or long-term service contracts • Flat rate billing / less expensive than competition • ~20% of customers in the US are of Hispanic origin
  24. 24. Cricket Communications Case Study • In-store mailers, point-of- service displays, Web site content, campaigns, legal texts, surveys, etc. • Spanish as creative as English • Dedicated team of linguists: - Industry knowledge - Creative writing skills to convey branding • Direct line with Cricket’s ad agency • Consistent branding: - Approved terminology - Bilingual glossaries - TM maintenance
  25. 25. Source:
  26. 26. Overview / Agenda 1. Definitions 2. Branding and Localization 3. Case Studies 4. Using Social Media and MSEO to Support your Brand
  27. 27. Search Engine Optimization (SEO)
  28. 28. Multilingual Search Engine Optimization • SEO goal • MSEO often neglected, English sites optimized • Know your keywords / phrases • MSEO= $, research, time, resources • Options: MSEO firms, L10n vendors, In- country team, reseller / distributor • Before localizing site: MSEO strategy, glossary, etc.
  29. 29. MSEO Best Practices • Localize Key Web pages • Optimize Meta-tags O ti i M t t • Multilingual Press Releases • Multilingual eNewsletter • Link exchange • ecto es Directories • Bilingual Blogs • Social Media • Search Engine Marketing (SEM or PPC advertising. I.e.: Google AdWords)
  30. 30. Thank you! Any questions? Chris Raulf (720) 259 8524 259-8524