Brand Adaption - Transcription Line

Task: Adaption of the worldwide brand model and the global brand claim for the Chinese market.

Solution: Expansion of the global brand claim “Simply Clever” into an emotional and China-relevant statement.

During the adjustment of the global brand model, Skoda’s existing brand claim was to be reassessed with regard to the Chinese market. The challenge was to translate the brand claim, usually communicated in English, into an understandable and relevant message for the local market. The differences between the European and Asian cultures rendered necessary a reassessment of specific brand statements, their levels of meaning and possibilities of interpretation. Linguistic and, especially, cultural differences were to be considered without watering down the the statement of the global brand claim.

The result: A translation that is consistent with the global brand model and the addition of an emotional component.