LocWorld: International Brand Check: Do It Yourself in Ten Simple Steps

Oct 11, 2013  

Localization World Conference 2013, Silicon Valley, CA

Conference Presentation: Everyone has heard of the Latin American branding faux pas committed with the Chevy Nova, which allegedly failed because “no va” means “it doesn’t go.” That may be a complete myth, but real blunders like that actually do happen. To prevent similar branding failures, both vendors and clients can learn how to perform an international brand check. Tips to be covered will include a global brand checklist of factors to consider, survey checklist templates, real cases of linguistic branding successes and failures, legal and online factors, in-house versus outsourced checks and how to respond in case of a public relations disaster.