The key differences and practices between translation and localization

When promoting brand content to global markets, brands need to make appropriate adjustments to the content based on the audience needs of the target market. The combination of translation and localization is often the key to a brand's success in international markets. Although translation and localization have many similarities, the boundaries between them are often not clear. This article will help you understand the difference between the two and show you how to use translation and localization together through real-world cases to drive brand success in global markets.

What is translation?

The core of translation is to convert text from one language into another, ensuring that the meaning of the original text is accurately conveyed. Translation requires the translator to be proficient in both the source and target languages, and to deal with differences in vocabulary, grammar, syntax, etc. The focus of translation is usually only on language conversion, without considering cultural and regional differences.

The translation process is usually a literal conversion, which may not fully consider the cultural habits or regional differences of the target market. For example, some culturally specific expressions, slang or local background may not be accurately conveyed, resulting in missing information or misunderstanding.

What is localization?

Localization is a more in-depth adjustment, which is not only a language conversion, but also involves personalizing the content according to the culture, traditions and consumer habits of the target market. This includes adjustments to visual elements, colors, images, typography, and even products or services, aiming to ensure that the content better fits the preferences and culture of local consumers.

The core goal of localization is to make the content seamlessly connected with the cultural background of the target market. For example, in the Chinese market, the direct and provocative tone commonly seen in Western advertisements may not be suitable for local consumer habits. Chinese consumers are generally more inclined to expressions of emotional resonance and cultural connotations. Therefore, when promoting in the Chinese market, brands usually need to adopt softer and more friendly language to better touch the target audience.

When is translation needed and when is localization needed?

Many contents require a combination of translation and localization. The specific requirements depend on the nature of the document. Functional content such as technical documents and manuals usually only require translation, as their main purpose is to convey information and ensure accuracy. However, marketing materials, advertising copy, website content, etc. require a higher degree of localization to ensure that they can stimulate the interest and emotional resonance of the target market audience.

For example, product descriptions, website content, brochures, etc., especially when promoting a brand across countries, need to be adjusted according to the cultural and aesthetic preferences of different regions to ensure that the information can be effectively conveyed and resonate with the target audience.

Practical examples of combining translation and localization

A typical example of international brand localization in the Chinese market is Coca-Cola. When Coca-Cola entered the Chinese market, it not only translated its slogan and product information, but also made in-depth localization adjustments. For example, in order to adapt to the tastes of Chinese consumers, the brand launched "Green Tea Flavored Coca-Cola", which is a localization strategy that combines Chinese eating habits and taste preferences.

In addition, Coca-Cola's advertising and marketing strategies have also been localized. In the Chinese market, the brand pays more attention to the cultural connotations of festivals and family reunions. Especially during the Spring Festival, the brand will launch special edition packaging, using red and gold, which symbolize auspiciousness, and promote around the theme of reunion and sharing. Such localization strategies have helped Coca-Cola establish a deep emotional connection with Chinese consumers.

How do international brands localize in China?

Localization in the Chinese market is a complex process that requires a deep understanding of local culture and consumer behavior. When international brands enter China, they must make precise localization adjustments based on local culture and social trends.

For example, Nike is another successful localization case. Nike not only translated its products and marketing content, but also localized its brand image. In China, Nike's advertisements often combine local popular culture and invite local sports stars and celebrities to endorse them, creating an image that fits the culture of Chinese young people. In addition, Nike launched sports shoes designed specifically for Chinese consumers based on the needs of the Chinese market, and increased brand exposure in sports events in major cities, successfully attracting the attention of a large number of young consumers.

Through in-depth localization, Nike has successfully established a foothold in the Chinese market and has become one of the most popular sports brands there.

Conclusion

The combination of translation and localization is crucial to the success of international brands in the global market. By ensuring that brand content can be accurately conveyed in different markets while conforming to local cultural characteristics and consumer preferences, brands can establish a stronger influence on the international stage. Knowing when only translation is needed and when localization is needed can help companies achieve cross-cultural marketing success.

If you want to learn more about translation and localization, or need help localizing content in the global market, please contact our team. Arrow Translation will provide you with professional support to help you succeed in the international market.

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