Managing International Business Enterprises: Article reviews In the first article under review, Lost in Translation, Wooten (2011) discusses how successful companies could easily lose their brand value in international markets, especially where they have to come up with a translation for their brand name…
According to Wooten (2011) marketing managers need to effectively communicate the unique linguistic preferences up front to the translation companies so that the translation does not dilute the brand. The important thing in translation is to retain the original key brand message and tone as closely as is possible. The article proposes that companies need to work with professional linguistic translators whose native language is the target language. This article’s key message is concise and well-illustrated. Maintaining a brand’s image and meaning once a company decides to go global is both a product management and promotional strategy issue. Central to this move into the international market is the role of marketing managers. Marketing managers need to closely work with language service providers so as to effectively convey their brand messages. This will also call for flexibility and foresight since the translated names should also cater for brand growth. An example of this is Coca-Cola’s translation “K’o K’ou K’o Le” was coined several decades ago yet its literal meaning “happiness in the mouth” is very much applicable to its present day “Open Happiness” campaign. ...
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