Defining Global Brand Identity — The Role of Terminology and Quality Management

Track: Content Management | CM3 |   Conference Theme |   Everyone |
Wednesday, June 12, 2019, 2:45pm – 4:00pm
Held in: Room C5-7
Rachida Chekaf - AXELOS 
Angela Cimmino - Fujitsu 
Åsa Ralpher - Scania
Moderator: Neal Dempsey

The identity of a global brand is wrapped up in all content types, from digital marketing through to technical communications. Quality and terminology management are focal points of any localization program and directly impact the performance of a brand and its products and services in all markets. Gaining consistency of quality and terminology can be challenging to manage across multiple locales, products, teams and target markets. In this panel discussion, we will bring together different real-life experiences on quality and terminology management across dispersed teams, including insights on key tools and technologies.

Takeaways: Attendees will learn how quality and terminology management can impact brand identity and business outcomes; how different organizations approach quality and terminology for different content types including the consideration of compliance on technical and regulated content; and how source content and localization maturity can affect quality and terminology.