Brand Evaluation

NEWS: Acclaro Launches New Brand Evaluation Service for American Businesses Expanding Internationally

Category: Acclaro News

Acclaro in-country experts provide cultural and linguistic feedback on brand names, imagery, logos and other international branding elements.

New York, NY, June 5, 2014 – Translation agency Acclaro announces the launch of a new service geared towards supporting retail brands, tech companies and other American businesses in the process of expanding operations into international markets. The brand evaluation service is a safeguard for these growing companies whose international survival largely depends on culturally-sensitive branding, including an effective brand name and logo.

“A lot of executives take for granted that their American branding and creative can cross borders and be reused in new markets,” explains Michael Kriz, CEO and Founder of Acclaro. “When this is the case, it’s usually the result of careful planning, global feedback and vetting during the creative process. We find that the more a brand considers global concepts and local adaptability from the start, the better it fares in the long run.”

Acclaro localization experts have consulted for some of the leading American agencies and brands over the past decade, advising them on the suitableness of brand names, logos, taglines and imagery for specific markets across Asia, Europe and Latin America. Given the increasing demand for brand evaluations, Acclaro decided to package a turnkey service that would be appropriate for corporations and startups alike.

Using native, in-country consultants, Acclaro experts evaluate a company’s branding and creative concepts through a cultural, linguistic and local-market lens, considering criteria such as linguistic appropriateness, morphology and sound, cultural relevancy, overall perceptions, market differentiation and positioning. Clients are provided a detailed report with feedback on the more literal components, including sound, meaning and symbolism of the words and/or images, as well as on the less tangible connotations and emotional responses they provoke.

“This service is an easy way for businesses to protect their brands and their campaign investments as they target other languages and countries,” continues Kriz. “By getting quick feedback through a standardized, cost-effective approach, companies can integrate this service into their design process and avoid costly or embarrassing setbacks that would otherwise have occurred down the road.”

Multilingual creative and brand evaluations are an indispensable step in all companies’ global expansion – well before the first word is ever translated. With international market share overtaking its domestic equivalent, globally-minded companies should take every precaution to invest in a brand that can carry its own weight internationally.

Click here for more information on Acclaro brand evaluation and marketing translation services.

About Acclaro 
Acclaro is an international translation and localization agency that helps the world’s leading brands succeed across cultures. With its global headquarters in New York and offices and affiliates in San Francisco, Boston, Buenos Aires, Bangkok, Tokyo and Paris, the agency translates websites, marketing campaigns, documents and software for global enterprises, giving clients an authentic voice in key language markets.