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How to convey brand equity in another language

brand equity - Eurotrad

Nowadays, it's essential for international businesses to understand and convey their brand equity effectively from one language to another. By “brand equity,” we mean the impact and reputation that your brand has gained over time. It's what distinguishes your business from the competition and can also influence consumer buying decisions.

To communicate your brand equity in other languages, it's essential not only to translate the words you use, but also to convey the deeper meaning and essence of your brand. This requires a thorough understanding of both brand equity and brand value.

The difference between brand equity and brand value

The term "brand equity" refers to the impact that your brand has acquired over time thanks to your reputation, customer loyalty, and brand identity. It is the result of investments in marketing and advertising and in the quality management of your products or services.

The term "brand value," on the other hand, refers to the added financial value generated by your brand. It's the additional price that your customers are willing to pay for your product or service compared to your competitors. This can be measured through several metrics, such as your share price, the revenue generated on your products, and your market share.

Brand values

Brand values, plural, represent the ideals, principles and beliefs that your company embodies in your image and your marketing efforts. Examples of these values include integrity, innovation, sustainability, customer service excellence, and much more. These values create an emotional bond with your customers and contribute to brand loyalty over time.

How to translate brand values

Translating brand values into another language is about more than replacing words with their equivalents in another language. It's about conveying the deeper concepts and evoking the right emotions with the target audience. Here are a few tips on how to do this effectively:

  • knowledge of the target market: it's essential to understand the culture, social norms and consumer preferences in the market where you want to promote your brand. This enables you to adapt your message appropriately and avoid misunderstanding;
  • use of appropriate language and tone of voice: your choice of words and your communication style can greatly influence your brand identity. It's important to use language that resonates with the target audience and reflects your brand values authentically;
  • cultural adaptation of your message: what works in one country may not work as well in another. So it's important to adapt your content creation and marketing strategies to the cultural and linguistic traits of the target market;
  • local community engagement: collaborating with local language experts and cultural advisors can give you invaluable perspective and ensure that your brand message is appropriate and understood by the target audience.

Giulia Pasquali

March 4, 2024

Giulia Pasquali

A bridge between you and the world, this is our purpose: to help you on your internationalization journey

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