Localization and BrandingLocalization and Branding

Chris Raulf

Marketing Manager

ENLASO Corporation

craulf@translate.com

Tel: (720) 259-8524Tel: (720) 259-8524

www.translate.com

March 2010

Overview / AgendaOverview / Agenda

1 Definitions1. Definitions2. Branding and Localization3 Case Studies3. Case Studies4. Using Social Media and MSEO to

Support your BrandSupport your Brand

Localization: DefinitionsLocalization: Definitions

Locales Combining place Globalization • Locales – Combining place, culture, and language.

• Globalization – Establishing a plan to take a message or

Globalization

InternationalizationLocali ation plan to take a message or

product to different locales.• Internationalization – Creating

the “product” so that it can later

Localization

be easily applied to each locale.• Localization – Modifying the

source product for each locale.l i C• Translation – Converting text in

a source language to text in a target language.

Branding: DefinitionBranding: Definition

• BusinessDictionary.comEntire process involved in creating a unique name and image for a 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.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 valueLoyal following > corporate profits / corporate value

Expert opinions on branding and l li tilocalization…

• “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?”

“ l l d l h d l f d d d h d f• “Legal claims can delay schedules if not approved or adjusted ahead of time (can I say such-and-such in Canada?).”

• “Know your regulatory facts related to additional or new markets.” Know your regulatory facts related to additional or new markets.

• “Do images and art used meet multicultural needs, or do I want market-specific versions?”

Pepsi’s “Come Alive With the Pepsi Generation” the Pepsi Generation was translated into “Pepsi Brings Your Ancestors Back From The Ancestors Back From The Grave” in Chinese.

“Bite the wax tadpole” or “Female horse stuffed with Female horse stuffed with wax”

“tasty can make you happy” tasty, can make you happy or “so mouthwatering it makes you happy”

Overview / AgendaOverview / Agenda

1. Definitions1. Definitions2. Branding and Localization3. Case Studies4. Using Social Media and MSEO to Support

your Brand

Branding and Localizationg• “Guarding the Brand”

– ~150 C-level executives worldwide– Industries: Finance, Technology, Professional Services, and Manufacturing SectorsIndustries: 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 managementTechnology 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 dfhttp://www.brandchannel.com/images/papers/308_SDL_Guarding_the_Brand_June_6_2006.pdf

Branding and Localization

Tools / processes to ensure consistency in branding, localization, and translation.

Pay Close Attention to the Use of Colors, Imagery, and Icons when Developing g y p gContent 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 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

Source: http://getinternationalclients com/the impact of color and its different associations in multicultural marketing/

y , yLatin America – Death United States – Nobility, law and bravery

Source: http://getinternationalclients.com/the-impact-of-color-and-its-different-associations-in-multicultural-marketing/

Pictures and Imagery Can Be Offensive in Some Markets

Overview / AgendaOverview / Agenda

1. Definitions1. Definitions2. Branding and Localization3. Case Studies4. Using Social Media and MSEO to Support

your Brand

Case StudyW b Sit L li tiWeb Site Localization

• Launched on April 21, 1995.• Brought online dating into the mainstream in the US.

L li d W b it i 18 l i 32 t i • Localized Web site in 18 languages in 32 countries 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 • In 15 years, Match.com has grown to more than 20 million members with profiles posted and 1.5 million paying subscribers.

What’s in there???

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 gconsumer- 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

McDonald’s Icons Case StudySome challenges:Some challenges:

• Packaging lacked room• Original icons not

i ll t bluniversally acceptable• Culture greatly impacts

interpretation of iconsM k M • Many markets = Many opinions

• Work in 109 countries w/o ki ti i ll evoking negative, socially

or politically inappropriate connotationsPrint / display not only on • Print / display not only on packaging

• Be available from a legal standpointstandpoint

S

McDonald’s Icons Case Study• 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• 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• 109 countries• 8 measurements, for • 15 draft icons• >13,000 data points to analyze

ENLASO provided executive summaries to save McDonald’s team time– ENLASO provided executive summaries to save McDonald s team time

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 toiletsassociated image with buildings, and in some cases portable 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.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.

Key-findings:

- Green means “good” and red means “bad”, no matter where you live.

- Common American symbols can mean something very different elsewhere

Goals:

- Create a new global language of nutrition- Enhance the customer experience- Provide nutritional information on food wrappersvery different elsewhere.

- If you think a visual is completely harmless, think again!

- If you think a picture can be interpreted negatively, it probably will be!

Provide nutritional information on food wrappers- Compliance with European Union minimum guidelines- Reduced costs / icons are easy to print and distribute across multiple markets

G i d l t f d ill M D ld’ iti- Gained a lot of goodwill among McDonald’s critics - Initiative supported their brand

“Suffer From Diarrhea”(Turn It Loose)

“Are You Lactating?”(Got Milk?)

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$980 billion- Estimated buying power in 2013: $1.3 trillion

Data: US Census Bureau, 2000

US Hi i li • US Hispanic online population: 20.3M

• 11% of total US online marketmarket

• U.S Hispanic Internet audience outpaced total U.S. online population in terms of number of visitors, time spent and pages consumed

Source:

consumed• Trend: Growing

Source: http://comscore.com/Press_Events/Press_Releases/2009/4/U.S._Hispanic_Internet_Audience_Growth

Cricket Communications Case Study

• Wireless service:month-to-month contracts only contracts only

• No credit checks or long-term service long-term service contracts

Flat rate billing / less • Flat rate billing / less expensive than competition

• ~20% of customers in the US are of Hispanic originorigin

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 brandingconvey branding

• Direct line with Cricket’s ad agency

• Consistent branding:• Consistent branding:- Approved terminology- Bilingual glossaries- TM maintenance

Source: http://www.loweslink.com/llmain/pubdocuments/Pack_Trans_Guideline.pdf

Overview / AgendaOverview / Agenda

1. Definitions1. Definitions2. Branding and Localization3. Case Studies4. Using Social Media and MSEO to

Support your Brand

Search Engine Optimization (SEO)

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.

MSEO Best Practices

• Localize Key Web pagesO ti i M t t• Optimize Meta-tags

• Multilingual Press Releases• Multilingual eNewsletter• Multilingual eNewsletter• Link exchange• Directoriesecto es• Bilingual Blogs• Social Media• Search Engine Marketing (SEM or PPC advertising.

I.e.: Google AdWords)

Thank you!

Any questions?Any questions?

Chris Raulf (720) 259 8524Chris Raulf (720) 259-8524craulf@translate.com