I reported on this phenomenon of globalization known as Hallyu back in March, when the Translation E-Buzz first when online. In today's Washington Post, there is an article on the popularity of a different sort of Korean brand, and how it has spread around Asia and across the world.

In recent years, the wild success of male celebrities from South Korea -- sensitive men but totally ripped -- has redefined what Asian women want, from Bangkok to Beijing, from Taipei to Tokyo. Gone are the martial arts movie heroes and the stereotypical macho men of mainstream Asian television. Today, South Korea's trend-setting screen stars and singers dictate everything from what hair gels people use in Vietnam to what jeans are bought in China.

At manufacturer.com , top consultants give their advice about marketing your product or service to China.

“If a company is not already considering China,” says Haddock, “for many it’s too late. The term ‘China strategy’ misses the point. China must be treated as a part of any relevant global business strategy—a business issue, strategic at the board level, not a narrow manufacturing issue. Most manufacturers think, ‘how do I get product cheaper?’ I see them taking a very narrow view. The question is ‘how do I improve my global business performance, leveraging China for growth, reduced costs and for business model incubation.’

Last week, I noted the release of a recent survey of the top 20 global brands. This particular list, not surprisingly, had no Chinese brands on it. This week, Business Week gives us China's top 20 brands, as China looks toward 2008, and its moment in the international spotlight with the Beijing Olympics. With names like China Mobile, Bank of China, China Construction Bank and China Telecom, Chinese companies are going to have to try a little harder, I think, to come up with a captivating brand for a global (especially U.S.-centric) audience. If Japanese and Korean auto and electronics manufacturers can do it, surely the Chinese can as well.

China is a market of the future that is attracting many companies, but due to intercultural stumbling blocks, working with new Chinese business partners can be difficult at times. GlobalAutoIndustry.com's "10 Golden Rules for Business Success in China" will tell you how to deal with these challenges successfully.

McElroy translation partners closely with linguistic specialists in China to make sure your message is adapted for the proper target locale and audience. You can learn more about China here. 

In 2005, I attended a seminar featuring Harold Kerzner, in which he discussed his latest text, "Advanced Project Management: Best Practices on Implementation," in some detail. Dr. Kerzner, an authoritative figure in the Project Management community, continues to push the envelope in the evolution of project management as a profession as well as its role in the modern corporation, specifically the concept of Project Management Maturity--integrating PM education principles into every aspect of the corporation.

This concept is one that McElroy Translation has conceptualized and put into practice over the past decade, where the decentralization of project management expertise has led to its transformation into one of the nimblest, responsive, and creative players in the localization industry.

From time to time translation agencies receive requests for a “literal” translation. This seemingly inoffensive adjective is much like the term “obscene.” No one is quite sure how to define it, but we all know it when we see it. When a literal translation is explicitly specified, an agency specializing in intellectual property (IP) translation reacts somewhat like a minister who is asked to preach a religious sermon: “that’s the only kind I know.” So what do clients mean when they ask for a literal translation?

Like Spanglish here in the U.S., and Franglais in France, German has developed its own hybrid of English and their native tongue. 

It is known as Denglisch, a hybrid of Deutsch and English, and cultural purists say it is an insult to the language of Goethe and should be purged from the vocabulary.

Denglisch has spread steadily as Germans adopted American phrases in business, advertising, technology, and everyday speech.

Their software appears to be available in only 19 countries, which is most likely indicative of the legal hurdles they've faced and will face when releasing this product globally. It will be interesting to see reports on whether the tool is modified for use in different countries, depending upon privacy and censorship laws.

Not surprisingly, Interbrand's latest report shows no Chinese brands on the list. In order to become the economic superpower that everyone says it will become, China must first create and effectively market its own global brands.

Businessmen outside China know the names of many Chinese companies but most don’t recall the names of the brands they produce, says a new survey. Of the 3,104 Chinese companies listed in the survey conducted by China Brand Research Institute, only 143 produce commodities under their own brand names, a researcher with the institute, Zheng Xueqin, said.

Interbrand, working with BusinessWeek, has ranked the Best Global Brands 2006, and indispensable guide to anyone interested in taking their business global, or reshaping an existing business that has international revenue.

Ambiguity is an undeniable aspect of global branding. Consistency is constantly preached, yet it is critical to allow for flexibility in the face of different customs, languages, and purchase behavior. What is clear is the need to follow core principles and management practices when choosing to take a brand global. However, this is not a prescription for success. As every company and brand are different, these principles and practices will be applied uniquely. What separates the winners from the losers is a resolute commitment to rigorous strategic, creative, and innovative execution.