Brand Management

Speak with one voice worldwide

Accelerate time to global markets, improve
messaging and build global brand value.

Just as brands become more crucial, they’re also getting harder to manage, as firms grapple with a proliferation of new channels and an increasingly global marketplace

James Watson - Economist Intelligence Unit

If your marketing organization serves customers, employees, and business partners around the globe, you can benefit from an SDL Global Information Management solution to improve message quality and consistency, efficiently scale your global content processes from authoring through publishing and build global brand value.

Marketing organizations within global enterprises are continually challenged by how best to communicate company and product information and messaging to their customers, prospects, sales organizations, and business partners around the world.

To reach global markets, marketing content is created by many authors, localized by numerous translators into different languages and modified to meet the unique needs of diverse cultures and dissimilar marketing channels: websites, social networks, email messages, sales tools, collateral, customer support documents and others.

Each iteration can distort the brand and message, losing the intended meaning and causing unplanned content re-work that breaks budgets and deadlines.

SDL enables you to speak with one voice, globally

How can marketers make sure their carefully crafted messages reach each region and channel with their intended meaning and tone intact? At the same time, how can marketers control their global costs and schedules?

Deliver consistent messages across all regions and channels (websites, email messages, sales tools, collateral, customer support documents, and others)
Conduct simultaneous worldwide product launches and campaigns
Motivate customers with local language and nuance
Prevent the introduction and propagation of content errors
Build customer loyalty with high-quality content
Reduce international marketing costs
Accelerate the distribution of marketing content by saving weeks of redundant authoring, localization, and QA work

Case Studies

The Bosch terminology portal makes corporate language possible in 23 languages

Bosch required a web-based portal which all its employees could access via the intranet in order to look for terms in several different languages. In other words, an online dictionary containing company-specific data. SDL MultiTerm and SDL Translation Management System was the chosen solution.

GTA/OctopusTravel speeds translation by 50% with SDL

GTA/OctopusTravel is saving up to a half a million dollars a year in translation asset reuse, process automation, and headcount realignment. The translation process is 50 percent faster and the company is guaranteeing future revenues by bringing new travel products to market faster. The bottom line is that SDL is supporting GTA/ OctopusTravel’s business expansion at minimal cost to the company while simultaneously extending brand values.

White Papers

Operational Brand Management - An SDL Management Briefing Paper

The fundamental aim of a corporation is to maximize return on capital. Global brand management – within an overarching global market strategy – must ultimately answer to this fundamental aim.
New technology and a growing acceptance of free trade have eroded traditional competitive advantages and for a growing number of firms, brand is a valuable asset in distinguishing a company in a crowded marketplace.

New Challenges in Global Branding - Exec Briefing Paper

As organizations grow, market pressures drive them to expand outside their home markets. Initial growth is often opportunistic and ad-hoc in nature - but as local markets mature they require a more structured approach. Without this structure, the practical side of brand management (operations) and the corporate strategy can easily become misaligned.

Solution Brief

Global Information Management Solutions - Global Marketing

Marketers use SDL to achieve simultaneous release of product and enterprise messaging and supporting materials to customers, prospects, sales organizations, and business partners worldwide.