Translation of the text from the original language to the target language.
Translation
Translation of the text from the original language to the target language.
Adapting
Adapting the design and layout for accurately fitting the translated text.
Content
Modifying content to fit the tastes, cultural aspects, and consumption habits of the target market.
McDonald’s curates specialized menus for the different regions it serves in. In India for example, McDonald’s does not beef or pork in its burgers.
local regulations
Adjusting to local regulations and legal requirements.
Bacardi Limited is the largest American privately held, family-owned spirits company in the world. Bacardi entered the Indian markets in 1998, with their catchy ad. But in 2000 advertising alcohol was banned in India by ASCI. They then started promoting their liquor through their range of music CDs.
Colors and Graphics
Adapting colors and graphics to the target market.
Russia is a country with a colonial past. Red, in the Russian culture, holds prominence. The Bolsheviks appropriated the colour red to symbolize the blood of their workers, and the red flag of the Soviet Union, with its gold-coloured hammer and sickle, is still recognized today. This signifies red as a colour of bloodshed and sorrow and hence using the colour red in Russia, might not be appropriate for companies.
Content
Changing Content to suit local requirements (such as currencies and units of measure).
local
Using proper local formats, e.g. dates, addresses, punctuations, symbols, and phone numbers