brand glossary: transcreation

Transcreation is the process of creating a name, term, or text in a foreign or alternate languages for an existing name, term, or text that captures desired brand attributes and communication points. Transcreation is often informed by phonetic similarities between the two languages, cultural associations in the foreign language, and language-specific considerations, like a character based writing system. This approach allows us to ensure that the brand’s attributes and ideas are consistent across languages, as well as culturally relevant.

See also: Transliteration