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Product localization or just translation?

June 2, 2010

russian translationI have been in the translation business for more than 10 years. I have translated lots of documents for clients who tend to promote their products and services in the market of CIS countries (Armenia, Azerbaijan, Belorussia, Georgia, Kazakhstan, Kirghizstan, Moldavia, Russia, Tajikistan, Turkmenistan, Ukraine, Uzbekistan).  Some of them succeeded, some failed. There are lots of reasons. One of them is a company’s strategy to adapt products or services in accordance with a country’s mentality and culture, i.e. to meet the requirements of Armenian, Azerbaijan, Belorussian, Georgian, Kazakh, Kirghiz, Moldavian, Russian, Tajik, Turkmen, Ukrainian, Uzbek customers like their taste and preferences, cultural values taking into consideration national legislation, local geographic factors, specific technological norms and standards.

The companies which ignore this just lost out in the CIS market. Let me give you some examples. “Uroda”, a polish cosmetic company, failed in Russia and Ukraine, just because “uroda”, which means in Polish “beauty”, is associate with Russian and Ukrainian word [urodina] which means “ugly”. Another funny example is the name of Italian brand “Mazzoli” selling shoes. The company went down because its name invokes negative association from the word [mazoli] which means “callosity”.

So, what to do in such a situation? Surely, before promoting a brand name in CIS countries as well as in other countries of the world, it is strongly advisable to look for localization services rather than traditional translation services.  Freelance Translation Studio is the pioneer in this field. provides localization and translation services for everyone to avoid foolish linguistic flops.

Ft-studio‘s Localization package includes three stages: 1) Development of Localization Strategy; 2)  Development of Localization Kit; 3) Quality assurance. Depending on the needs of a company, it can mean a lot of different things. In most cases customizes product localization package according to a product or services as well as requirements.

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