Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/139473
Title: A case study in translation challenges and considerations in branding and marketing
Authors: Ng, Puay Khoon
Keywords: Humanities::Language
Issue Date: 2020
Publisher: Nanyang Technological University
Abstract: The impact of technology disruptions, growing urbanization and the rise of Asia have re-defined the consumer, businesses and competitions around the world. Nations are under constant pressure to drive economic growth and to define themselves beyond a name on the map. Many are embarking on place marketing strategies to position themselves as the ideal place for investment and trade, an exciting destination to visit and an inspiring place to live in. And in today’s highly globalized world, the translation of such narratives is becoming increasingly important. It is imperative that marketers view nation branding and marketing and its corresponding translation as two sides of the same coin, giving the latter due focus and considerations. This dissertation aims to examine the translation challenges and considerations in branding and marketing, using translations of Singapore’s destination branding and destination marketing as the case study. The analysis of the case study highlighted five key areas of challenges and considerations; the marginalization of the translator in the marketing workflow, the demand for bilingual capabilities and bi-cultural background, the importance of balancing localization and nationalism, the need to go beyond translation with transcreation, and lastly the possibility of re-inventing the role of translators.
URI: https://hdl.handle.net/10356/139473
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:SoH Theses

Files in This Item:
File Description SizeFormat 
1. Ng_Puay_Khoon_Jacqueline_G1703089A_Dissertation_2020-DR-NTU.pdf
  Restricted Access
873.54 kBAdobe PDFView/Open

Page view(s)

132
Updated on May 11, 2021

Download(s) 50

15
Updated on May 11, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.