Translation studies, methods and theories developed and modified into nowadays. There are actually three strategies -especially for the marketing field- globalization, internationalization and localization, and in the language industry they are abbreviated as GILT. Let’s take a look at what they are about.
Globalization is a method used in bigger companies and it is beneficial for the workflow and identifiability of the brand. The most renowned example of globalization is Nike: it is well-known in the global world; therefore, their slogan “Just do it” is global. But you should keep in mind that going global is more than being an international company, it takes much more recognition. So, when you are not in that league, trying globalization methods may not refer to something in people’s mind. On the other hand, it is useful for the sustainability of brand recognition.
When it comes to internationalization, it is one step before localization. Internationalization is making your content adaptable to other markets. It is related to more technical subjects but makes it easier for the localization.
Localization is done by modifying the material in accordance with the target audience. It is different from translation since it involves target culture, like translating with the aim of reaching the point where someone questions if it is written by a local.
All concepts might seem different from each other, in fact they are, but they are operable together. Actually, operating them together as much as possible is a need in the industry, but how?
1. First of all, even though you are doing a visual commercial, the first thing you need is a text. You cannot promote a product without words. Words are supposed to be adaptable and catchy, and they should make someone feel like they are close or connected to the product. If the company in this case is a global one, it needs to preserve brand personality while being foresighted.
2. The next thing is, visual support can be internationalized because it should be adaptable to all nations with slightest changes and also, it must be understandable by all.
3. Lastly, companies should consider local responses beforehand. Especially, global companies may have to localize not just the words but even their products for some specific countries.
After all, wholesome content in industry is the one consumer-friendly that goes hand in a hand with all these concepts. But the thing that most matters to us translators is localization. No matter which company you work with, localization is applicable.