SCOPIC CREATIVE | LOCALIZATION of Japanese Brands

Simply, localization is the process of reworking business communications to align with another market and culture. The key objective of localization is to have a brand resonate with the local market’s audience.
 
The localization of Japanese brands will become a necessity for many businesses (based on the target demographic) as the population continues to age faster than any other country on the globe. With over 30% of Japanese aged over 65, weak consumer spending in the Japanese market is predicted to continue.
 
Why Japanese businesses should localize and go global?

• Over 55 percent of consumers stated that the ability to have product information in their own language is more important than price.
• Over 60 percent of multinational enterprises believe localization is important for achieving higher company revenues.
• Over 70 percent of multinational enterprises believe localization is important to achieve increased revenues from global operations.

 
Japanese to English translation of a print ad, digital campaign or company website is only one small part of a number of pieces that are involved in the successful localization of a brand.
 
To truly capture and then engage with a local audience Japanese brands must also consider the following important points:

• Evaluating the graphic design elements and images so that they better target the audience’s visual tastes
• Shaping the tagline and copy to better connect and engage with the local audience’s beliefs and expectations
• Adapting the design format and layout inline with local market standards and industry requirements

Remember, it is important not to strip away too much of the businesses brand identity during the localization process. Keeping your branding globally consistent will ensure international partners and clients develop a strong connection and relationship with your business. Japanese products/services are generally internationally associated with high standards in quality, so use this positive as a point of separation from the local brands in the marketplace.

Taking the time to research, plan and successfully execute the localization of a Japanese brand will positively impact on the business’s future growth.
 
Scopic works with Japanese businesses to localize for the global market, contact us to find out more.

Sources:
World Economic Forum - Japan's population is shrinking: What does it mean for the economy?
Globalization and Localization Association - Industry Facts and Data
The Economist - The incredible shrinking country