...Aribex is a Utah-based company that understands the importance of preserving its brand message in translation. Aribex efforts in multiple market segments are geared toward being "the worldwide leader in handheld X-ray." The latest models in the company’s NOMAD® product line are sleek, lightweight and uniquely positioned in the market. Product manager Marc Burrows realizes that a handheld device such as the NOMAD can be a terminology challenge when localizing marketing materials.
“Some languages have words in X-ray diagnostics that mean ‘mobile,’ ‘cordless’ or ‘portable,’ but not 'handheld,' " explains Burrows. “The fact that the NOMAD is handheld is a crucial differentiator for Aribex. All larger, traditional X-ray machines are either fixed or mobile. However, none are small, truly portable and — except the NOMAD — able to be operated safely in hand, rather than remotely. For this reason, we cannot settle for approximate translations that do not convey our branding message. If necessary, rather than dilute our brand, we will choose to invent a new hybrid word to convey the correct meaning...”
Read the rest at "Preserving brand strength in global markets by following a few simple steps" by Adam Wooten in his International Business column on DeseretNews.com
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