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Language. The secret behind IKEA's success

 
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Manage episode 360550263 series 3353111
Content provided by RWS. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by RWS or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://cloudutil.player.fm/legal.
How does a well known household brand ensure that it consistently projects a strong brand image on the global stage? You might think you need to translate your all your content – particularly your product names – into local languages. But not always. Take IKEA as an example. The company’s products are listed in Swedish across many of its foreign language websites, including France, UK and Spain. In this episode of Globally Speaking we speak to Anna Golubeva, Translation Specialist from IKEA translation team, about the approach they take to engaging with international audiences, the role of language and how – despite not translating all their content – they’re still able to unlock global understanding.
  continue reading

140 episodes

iconShare
 
Manage episode 360550263 series 3353111
Content provided by RWS. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by RWS or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://cloudutil.player.fm/legal.
How does a well known household brand ensure that it consistently projects a strong brand image on the global stage? You might think you need to translate your all your content – particularly your product names – into local languages. But not always. Take IKEA as an example. The company’s products are listed in Swedish across many of its foreign language websites, including France, UK and Spain. In this episode of Globally Speaking we speak to Anna Golubeva, Translation Specialist from IKEA translation team, about the approach they take to engaging with international audiences, the role of language and how – despite not translating all their content – they’re still able to unlock global understanding.
  continue reading

140 episodes

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