{"id":52949,"date":"2022-12-01T13:56:43","date_gmt":"2022-12-01T12:56:43","guid":{"rendered":"https:\/\/montero-ls.com\/how-mistakes-impact-brand-image\/"},"modified":"2022-12-01T13:56:43","modified_gmt":"2022-12-01T12:56:43","slug":"how-mistakes-impact-brand-image","status":"publish","type":"post","link":"https:\/\/montero-ls.com\/en\/how-mistakes-impact-brand-image\/","title":{"rendered":"HOW MISTAKES IMPACT BRAND IMAGE"},"content":{"rendered":"

The importance of interlinguistic services for businesses and in the interest of our clients cannot be emphasized enough. When the goal of a company is to introduce and market a product or service in a given region, regardless of its size, a research study is commissioned to find their target audience, what captures their attention and how to tap into their buying needs. Ultimately, companies try to take care of every detail for the launch of their new product or service and a fundamental part of this process is the preparation of a linguistic strategy that is striking, convincing and generates confidence in the audience. This means that a great part of the success of an advertising campaign or any other material developed by the company is built on the efforts to construe a persuasive rhetoric that reflects a specific brand image. Now, what is brand image? Broadly speaking, it is made of the status acquired by the brand in the collective imagination. Is this an environmentally friendly business? Is it a leading company in its sector? The brand is related to everything that comes to mind when we think of a business. Brand image can adopt specific forms (logo, CEO, advertising, etc.) or more abstract forms (mission statement, company values, the message to be conveyed, etc.). All these are elements that contribute to the creation of a company\u2019s brand image. However, a responsible and uplifting image can be hard to create, and too easy to destroy, before the public\u2019s eyes. A single product, speech or ad can be enough to tarnish this image. The marketing<\/em> department is responsible for promoting a new product or range of products in most companies. It is thus this department which is in charge of carrying out research about the culture of the country or region where these new products are marketed. In that sense, it is the translator\u2019s task (or that of a professional resource specialized in localization or interlinguistic adaptation) to get immersed in the brand\u2019s culture, the essence of a product or service and the image to be projected in order to develop a localization strategy that is correctly received and generates successful results. From its beginnings, this localization strategy starts by considering the type of language to be used and the impression to be left on the customers. In this way, they will become familiar with the brand little by little and, in time, a brand image is created that can spur said consumers to desire its products all by itself, because it is associated with certain values that can be quickly triggered by means of both textual and audiovisual messages and that are merged in their minds. However, not all companies are equally aware at the time of working on an internationalization strategy for their products, so serious complications or mistakes can take place in the adaptation process. If mistakes persist and consolidate in the target cultures, customers may end up associating these inaccuracies to the brand and, by analogy, distrust their offer. <\/p>\n

The reason for this is that language and commercial success are closely linked, especially in two fundamental areas. In the commercial area, marketing<\/em> is the channel that enables a company to express their view while promoting their products. Therefore, it is obvious that a translation mistake in this area can have disastrous consequences for the company, both from the legal and commercial point of view. Not only can the entire advertising campaign be debunked due to a single translation mistake, but also the company loses the whole budget devoted to this promotion. Thus, it requires starting the analysis of the offer and market demand from scratch. Moreover, once the campaign is launched, the company\u2019s image is already altered and the company must quickly restore it via a new offer that is sufficiently alluring so as to make the public forget the prior one. Thus, the consequences are two-fold: the company\u2019s brand image is tainted and contaminated for several years and all their research for this product line must be done anew. In this context, the need for professional translators starts becoming evident. On the other hand, in the commercial field, translation mistakes have the effect of preventing the integration of a new target market. This implies the unfeasibility of reaching profitability targets and meeting sales forecasts. Without them, the company loses money and must entirely review their predictions and promotional campaign. Within the context of translation mistakes that are detrimental to an entire product range, the loses can be on the hundredths of thousands of dollars. Having a translator on board who is responsible for translating a company\u2019s advertising campaign does not look like such a bad idea. In recent times, there have been a few infamous examples of companies which did not make an appropriate localization effort and, as a result, their campaigns were affected. One prime example was the launch of a sandal style with a leather strap (bracelet type) that when being translated to German was literally called Sklaven-Sandalen,<\/em> which literally means \u201csandals for slaves\u201d. Another example was when the American brand Gerber, owned by Nestle, wanted to market their range of baby products in France. Unfortunately, since the verb \u201cgerber\u201d<\/em> means “to throw up” in French, it made its way into the subconscious of French consumers and saw the brand\u2019s revenue suffering in the region. Ultimately, mistakes can be costly for brand image. It is thus necessary to trust your localization needs to experts in the different cultures.<\/p>\n

 <\/p>\n

Image reference: <\/strong> https:\/\/www.saludymedicina.org\/post\/como-superar-situaciones-embarazosas-y-no-morir-en-el-intento<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The importance of interlinguistic services for businesses and in the interest of our clients cannot be emphasized enough. When the goal of a company is to introduce and market a product or service in a given region, regardless of its size, a research study is commissioned to find their target audience, what captures their attention … Read more<\/a><\/p>\n","protected":false},"author":11,"featured_media":50993,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[347],"tags":[],"class_list":["post-52949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-montero-legal"],"yoast_head":"\nHOW MISTAKES IMPACT BRAND IMAGE - Montero Language Services<\/title>\n<meta name=\"description\" content=\"Visita nuestro post HOW MISTAKES IMPACT BRAND IMAGE. Toda la informaci\u00f3n y novedades de HOW MISTAKES IMPACT BRAND IMAGE en el blog de Montero SL. 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