RT Journal Article
T1 Language and brand: Problems for localization
A1 de-la-Cova, Elena
K1 Localization
K1 Language brand
K1 Brand names
K1 Brand terms
K1 Web apps
K1 Online help
K1 Translation problem
AB The language used in a product or service has an extraordinary impact on the creation of its brand and on its online success. As localization is a key aspect of a globalized business, attention should be given to the localization of brand language to ensure global consistency. This study explores brand language localization problems in an online help corpus. Specifically, it analyzes the problems posed by the localization of brand names and terms in the pre-translation phase, following Nord’s pre-translation text analysis theory (2012). The main objective of the study is to understand the nature of identified brand language problems (professional purposes) and examine them (research purposes). The method implemented is a qualitative, interpretative analysis of a monolingual corpus in English comprising representative extracts from the Dropbox and Google Drive Online Help systems. The study is part of a wider research project exploring the concept of localization problems in online help localization.
PB HERMES - Journal of Language and Communication in Business
YR 2021
FD 2021-07-02
LK https://hdl.handle.net/10433/26144
UL https://hdl.handle.net/10433/26144
LA en
NO de la Cova, E. (2021). Language and Brand: Problems for Localization. HERMES - Journal of Language and Communication in Business, (61), 63–75. https://doi.org/10.7146/hjlcb.vi61.127925
NO Universidad Pablo de Olavide. Departamento de Filología y Traducción
DS RIO
RD May 9, 2026