In today’s global economy, more and more companies are gaining market share by tapping into foreign markets. They thus face the challenge of having to localize and translate their software applications, eLearning platforms, Websites, video games, technical documents, and marketing collateral.
Language vs. Locale
Before starting the localization process, target markets should be carefully analyzed in order to have a clear understanding of that market and their particular needs. Note that there is a difference between target language and target locale: Many locales, with their own cultural distinction, may share a common target language.
Spanish vs. Spanish
For example, while the majority of Spanish speakers around the globe understand one another, there are many different variations of Spanish that are locale-specific. The same is true for languages such as Portuguese (Portugal and Brazil), and French (France, Canada, Switzerland, Belgium, etc.). In fact, the United States has the fifth largest Spanish-speaking population in the world, and yet the culturally modified language spoken by US Hispanics varies across the country.
Terminology and Cultural Subject Matter Expertise
Companies targeting the various US-Hispanic markets need to make sure that translations are performed by language specialists who understand how to write content and marketing copy that is easily understood by the various Hispanic sub-segments they are targeting, carefully selecting terminology and cultural references. Writing in a particular language requires the writer to think in terms of that language and the related culture.
ENLASO’s Cultural Adaptation Services
ENLASO’s team of in-country linguists and cultural consultants effectively assists global corporations with all of their cultural consulting and evaluation needs, including:
- Researching and analyzing various target markets
- Evaluating and testing of company names, product names, brand names etc.
- Researching local products, trends, slang, etc.
- Evaluating international symbols and icons
- Identifying and preventing the introduction of potentially negative connotations, product or brand associations, and historically or culturally significant issues
McDonald’s Case Study
For more information on how ENLASO assisted McDonald’s Corporation to culturally adapt their packaging information, please click the following link: Cultural Analysis for Nutrition Icons Used in Over 109 Locales