Intercultural Communication and Translation News

    Posted by admin on January 23rd, 2009

SDL, the leading provider of Global Information Management (GIM) solutions, today announced the results of its two surveys exploring trends in terminology and branding; the first completed by business professionals and the second by translators. The results clearly identified a strong link between terminology and brand, highlighting the growing awareness of and need for effective terminology management solutions to maintain a consistent global brand.

Over 330 business and localization professionals in industries ranging from IT and Software to Manufacturing completed the survey.  Over 95% of respondents recognised the necessity to have the appropriate processes in place to manage their terminology and localisation, illustrating its importance in maintaining brand consistency.  Without these processes in place, businesses cannot communicate the consistent usage of terminology throughout their organisation and to their translators, which will inevitably create inconsistent global branding.

The respondents comprised of marketing, technical documentation and localisation as well as other professionals such as business analysts and product managers. Interestingly, 49% of the respondents say they already have processes in place.  However, they are still noticing inconsistencies in the application of terminology throughout their organisation, suggesting that the correct procedures have not been implemented and this will therefore impact their global brand presence.

Read more > SDL

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