The biggest benefit of a centralized approach to localization is the ability to control and manage the message. Many a company has discovered that handing over the localization process to different professionals throughout the world without a central connection results in versions that are completely different without a common message.
Nevertheless, it is critical to use in-country or native translators with subject matter expertise.
Centralized localization allows a company to control its terminology, thereby protecting the brand worldwide. Terminology management includes defining terms for the organization that speak to customers and differentiate the company from competitors. These terms are then protected throughout the organization, regardless of the type of content, the geographical locale or the language.
Once the terminology is defined, it is developed into multilingual terminology and managed centrally. All departments and translators worldwide can then access the approved company terminology ensuring consistency worldwide in any and all languages.Localization Blunder
Pepsi’s “Come Alive with the Pepsi Generation” was translated into “Pepsi Brings Your Ancestors Back From the Grave” in Chinese