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Guidelines for commercial repositioning in global markets

Boost your business with translations universe

Guidelines for commercial repositioning in global markets


Let's get results, together

The commercial scenario has been reduced by the containment efforts of COVID-19. Yet, now that some countries and territories are starting to ease their restrictive measures, companies may see new opportunities, especially if they embrace a more global vision. The goal of this guide is to support you in preparing your company to look further afield, to new markets, and to explore new ways to prepare for international trade in a time of global recovery.

A new way of doing business

The COVID-19 pandemic has caused huge repercussions on trade, worldwide. If you are considering new markets, the first step is to prepare your business. Develop resilience where you need it, reorganize to be more flexible and choose reliable service providers. This situation won't last forever, so stay focused on your long-term plans, including introducing those operational changes in import/export or supplier network that you were already anticipating before the emergency. The COVID-19 has hit some countries and territories harder than others and the imposition and relaxation of restrictive measures travel at different rates from country to country. If you want to steer your import or export activities towards alternative markets, focusing on those where trade enjoys greater freedom could be a good strategy.

One of the countries that have recently loosened its restrictions to attempt a return to normality is China. The International Monetary Fund predicts that in 2020 China and other emerging economies will experience less severe economic contraction than developed countries and a stronger recovery in 2021.

Improve your e-commerce

One of the easiest ways to become a global exporter is to activate an online sales channel, an operation that requires careful and effective strategies that can work in target markets. Do you need to translate your website, or offer new delivery options to meet the preferences of a different audience? And how do customers in the target market make their purchases online? If your target market is China, for example, it may be preferable to rely on an established online platform rather than launching your own site, at least.

Boost your infrastructure

Expanding your business into new markets could lead to an expansion of your central infrastructure to meet new demands. This could include extending customer service schedules, for example, or hiring staff with certain language skills. If you need to import larger volumes of raw materials to meet higher demand, consider whether your existing suppliers can meet your needs or whether it is better to find new partners. This will also reduce the risks to your supply chain, especially if you import from many countries or regions. In view of the uncertainty surrounding global trade due to COVID-19, this may be something to consider. Besides your import structure, your distribution structure also needs to be adequate, because you may find yourself handling returns or repairs from more distant territories than usual.

Learn more about your target markets

It can be difficult to understand foreign markets in-depth, so it is advisable to get as much knowledge as possible to position your company and your proposal in the most effective way. Take into account any specific ways of communicating with companies and customers in other markets, any nuances or specificities of the products particularly appreciated by local customers, and assess whether you are able to meet them as they expect.

Be pro-active

The uncertainty that still characterizes the global recovery after the emergence of the COVID-19 requires the greatest responsiveness to any company involved in international trade. Keep up to date with developments in the global situation (our customers can do so by following the service updates on our Service News page) and consider measures to enable you to take rapid action if problems or opportunities arise. Another appropriate choice could be to increase your stock or raw material reserves or import smaller but more frequent volumes. Also, consider where to locate your warehouse: would it be better to act in established foreign markets to react to demand, or in a local location from which to ship to destination markets in case of need?


Cosmetic translation case study

With this new case study, we want to show the methodology of approach to the subject of cosmetics, in particular, we present the translation of the website LimeLife by Alcone from English to Italian.

Alcone aims to find the best products from around the world and make them available to all customers so that everyone can benefit. They are the best source for beauty enthusiasts and “everyday people” who love using professional products for their high quality, great value and even greater results!

The cosmetic industry is constantly growing with high consumer demand for new treatments and procedures. Nowadays, there is a range of different players from around the world working within the cosmetic medicine field; all of whom need to communicate effectively with each other and the patients using their treatments.

Cosmetics translations

Since 2011, Translations Universe has been translating generic and technical content. One of the areas of expertise we offer is in the medical/cosmetic.

Translations Universe provides medical translation services to medical and pharmaceutical. Our team of experienced and qualified language professionals, industry experts and project managers can provide you with high quality, accurate and reliable medical translations.

Translations Universe can also provide you with cosmetic medicine translations in 33 languages from translators based around the world.

The cosmetic industry is constantly growing with high consumer demand for new treatments and procedures. Nowadays, there is a range of different players from around the world working within the cosmetic medicine field; all of whom need to communicate effectively with each other and the patients using their treatments.

Whether it is an advertisement for your products or any other type of cosmetic medicine content, our professionals can ensure you an effective communication with your given audience wherever they are located, at all times.

The project

This translation work carried out on behalf of third parties, involved the localization of the contents of the LimeLife website, in Italian. The amount of work developed was approximately 12,000 words, structured in several files in Docx format.

We produced glossaries at the client's request and translation memories (TMX) using our CAT tools.

Generally, the also called Computer Assisted Translation, or Computer-Aided Translation (both abbreviated to CAT), to define all the systems in which a translator uses specific computer programs as an aid to the translation process.

In the most common sense used by professionals, the term CAT tool, simply CAT refers to a subset of CAT programs proper: the one that includes programs for translation with the aid of memories.

In other words, a memory is nothing more than a database, whose registers made up of fragments of an original text with the corresponding translations, together with a series of attributes. These attributes can be mandatory (such as creation date), or optional (creator name, auditor name, etc.). The text units called segments to correspond to the individual phrases. 

Advantages of a CAT tool

The typical advantages of translation memories and CAT tools for a professional translator are many:

  • The risk of leaving parts untranslated is minimized, as CAT tools do not allow the presence of segments with no target text;
  • It improves the uniformity of both internal and external text (if you work on more than one document); CAT tools always return the same translation for each identical source text;
  • Productivity is increased (the number of words translated in a given period), as Identical segments (also called 100% matches) are translated once, while similar segments (so-called fuzzy matches) are partially translated by the program;
  • This last advantage is particularly evident when translating the second version of a document in which most of the content remains unchanged.

The project involved a single translator in order to deliver consistency and linearity to the whole translation and a project manager tasked with following the customer deadline and splitting the project into multiple files. The choice to split the project into several files followed the customer’s request to receive it.

Transcription project case study: FCSUK development

Transcription case study


With this new case study, we want to present the transcription project commissioned by the British company Flexagon Capital Solutions LLP.

Flexagon Capital Solutions LLP (“Flexagon”) is an investment manager MIFID firm that combines transaction structuring, credit origination, and asset allocation capabilities with a strong risk management discipline.

For private investment deals, Flexagon has an established granular network of contacts in the territories of interest, so to source first-hand specialty and niche opportunities.

For asset allocation, Flexagon employs robust techniques for building a pool of investments that match the risk/reward objectives of its client.

Flexagon can offer its structuring/execution and portfolio management services to professional and institutional clients and fund management companies.

Transcription service

At Translations Universe we provide a professional audio/video transcription service. By relying on native-speaking industry professionals, we report in writing, audio or visual files. Depending on the goal of the requested transcription, we have selected two main categories:

Soft transcription

The transcription produced in digital format reconstructing the dynamics of the text while maintaining the meaning of the conversations of the source file. In this way, portions of the original source could differ, as in the case of exclamations, meaningless sentences, truncated sentences, sounds or words in the background. We aim to transcribe the meaning of the given audio/video file.

Literal transcription

Literal transcription: the transcription produced in a digital format not affecting the audio of the file. All parts of the speech will be transcribed, including truncated sentences, exclamations, interjections, ideophones. This type of transcription is required if the contents to be transcribed are of a legal nature or in any other case if requested by the client.

The files are generally returned in the same format as the source of the commissioned text unless special requests from customers. Our translators work on editable digital texts.

For the audio or video parts to be transcribed to be uncoiled, it is necessary that the files provided by the clients are audible to return a transcription quality close to perfection.

We are able to translate audio or video media files, this requires the transcription and translation of the media files, thus, it will apply the combined rates for the transcription and translation service. The customer can make a specific request for the type of transcription.

The project

The client chose Translations Universe because of its need to transcribe a complex project, both for its legal-commercial nature and for the amount of work to be developed. For the transcription of this project a team of 3 experts, two transcribers, and a project manager with the task of splitting the files to be transcribed and coordinating the staff.

The main difficulty, besides having a very short delivery time, was managing to deliver a work that was linear, in the terms adopted and in style. As time was short, it was necessary to proceed by creating a terminological database allowing transcribers to work with ease.

As a rule, we prefer to assign this type of work to a single competent professional so that the project does not differ in style and glossary. Yet, when the client needs to receive the documents, in a short time, it is necessary to divide the workload between several professionals. As mentioned above, glossaries allow the meanings to be conveyed by using the same terms, especially in the case of soft transcription where it is preferable to enhance the meaning of the transcribed moment.

In this specific project, the client requested a Literal transcription, so that every element played in the audio files would be clearly stated in writing. This type of transcription is preferred in case the audio extracted from a conference, meeting or speech in general needs to be reported in full written form. Usually, this type of procedure is used in the case that the final piece of work is used for legal, medical or fundamental importance purposes.

Moreover, an extra level of difficulty is due to the participation of several interlocutors within the same discourse. In this case, the customer produced an audio file in which eight members of the company participated, each with their own phonetic tone, dialectal inclination, and style in the spoken language. The file format was not a video format and thus we conducted the transcription by using our transcription software able to recognize the vocal timbre of the speakers detecting the wavelength of the sound played.

We transcribed two files, for a total duration of 360 minutes. It takes about 10 minutes to transcribe 1 minute of an audio/video file to get an idea of the work done. The fee charged per word was 3.80€/word. The service, in this case, was carried out in a mono-language form. We are able to offer a combined transcription/translation service that provides two distinct but competing levels of elaboration to develop a contextualized and linear work, as well as localized for the phase in which it will be consumed.


There are several ways to approach an audio/video transcription project, one of them is the one we have described. The approach varies according to the client's request and the expertise of the file that may determine the choice of a Soft or Literal transcription.

Price per minute of transcription varies according to language and area of expertise and can be estimated on the Pricing page.

To shorten delivery times we may rely on the cooperation of several professionals, coordinated by a manager and the creation of a glossary that provides linearity to the entire project.

In this project, more than 45,000 words have been transcribed, equal to a minute of 380 minutes of recording. There were 8 speakers participating in the speech and they were identified thanks to sound wavelength detection software.

Files in mp3 format have been delivered to the client in Docx format, presenting a matching that allowed to identify the content of the reproduced speech and the agent speaker at that particular time.


Xb prime translation case study Translations Universe


Case study: Financial translation for XBPrime

 With this new article, we want to deepen our cooperation for the translation project of the online trading platform XBPrime. This translation project was conducted within the Forex/Finance expertise and the platform's contents were localized into 7 languages: Arabic, English, Italian, Spanish, French, Portuguese and Vietnamese.

Let's look at the essence of the project: XBPrime was founded with the primary vision to help traders succeed in the foreign exchange market by providing excellent market conditions, including first-level trading order execution, low spreads and latency, high protection of funds and the best possible technical support.

The project was structured by distributing the content of the website and the trading platform in multiple files, with an extension in .xls format that would allow keeping the different translations and the source text on the same file. This facilitated the work of uploading content to the web platform considering that, if we had worked on single translations, the technicians would not have been able to recognize which content to upload to the site and where. The amount of translated text content was approximately 10,000 words per language.

The expertise area: Online trading

In a rapidly growing financial world with emerging markets characterized by new commercial investment opportunities, it is essential to be able to operate in any economic cycle with diversity in the most efficient, safe and fair way possible.

The ultimate goal of Xbprime is to support traders to succeed in the foreign exchange market by ensuring excellent market conditions, including the execution of prime trading orders, low spreads and latency, high protection of funds and the best possible technical support.

We also remember that Xb prime supports financial trading platforms, among them:

  • MetaTrader 5 (MT5) is a new generation trading platform, chosen by traders and investors around the world for trading Forex, metals, commodities and CFD equity instruments;
  • MetaTrader 5 (MT5) Android Trader is our mobile trading application, which allows traders to connect to our trading servers and control their trading operations using any smartphone or tablet device with Android operating system;
  • MetaTrader 5 (MT5) iPhone/iPad Trader is our mobile trading application, which allows traders to connect to our trading servers and control their trading operations using any iPad or iPhone.

Project Overview

Our aim has been to provide users with a navigation interface in their native language, in order to be able to offer maximum transparency of the financial matters dealt with by Xb prime. The translation operation was necessary in order to support users with multilingual experts, available 24/5 to answer any technical or accounting questions.

The project was divided into several parts, each of which was to be translated and uploaded to the language versions of the site. This meticulous procedure of translating and reorganizing the texts into a single file allowed us to gradually create a terminology database to be distributed to the translators to keep the nature of the translation linear.

At Translations Universe, we have long focused on translating content related to the world of finance. In recent years, we have expanded our portfolio of client projects in this area, translating multiple projects for a variety of purposes, one of the most important is Xb prime.


We constantly translate financial reports, news, and reports that influence market trends, or guidelines provided by experienced brokers within the various trading platforms.


Needs a proper context and knowledge of the business. Shareholders and brokers rely on your company's financial reports to make informed decisions. Make sure they are accurately localized with our financial translation services.


Our translators are familiar with the terminology used in online trading. We regularly serve clients in the trading industry from all over the world.


Another fundamental aspect of modern finance, we at Translations Universe know and know how to correctly translate content related to major crypto-currencies.


Currency exchange is one of the financial aspects that we have perfected. Many of our translators are experts or professionals in the financial sector and know the main currency pairs and the relationship that regulates their exchanges.

Glossary selection and vocabulary applied

The main difficulty was the coordination of the project in the 7 target languages. In order for the text to be similar in all the translated versions, it was necessary to create a terminology database that all translators could consult, starting with English, in order to ensure uniformity between all language combinations. We, therefore, proceeded to create glossaries in English using our translation software, accompanied by guidelines that indicated to the various professionals the style, terminology, and vocabulary to be used in their translations.

A glossary is a collection of terms belonging to a specific and circumscribed area. In some cases, the term glossary is used to indicate the collection and explanation of outdated or specialized terms used in a book (generally placed at the end of the text).

The glossary differs from the vocabulary and dictionary, although it is also a collection of headwords, precisely because it catalogs terms and phrases belonging to a specific field of reference and limited to a general technical subject: in this case, the specific field was financial.

Some of the terminologies typical of the language of the financial sector were deliberately left untranslated and in English since they were typical of the financial context and would not have conveyed the meaning adequately if translated.

 Meta-descriptions and keywords

A key element of content translation for the web is the translation of metadata. Quality plays a key role in advertising campaigns. Quality plays a key role in advertising campaigns. Our translators will not only choose the most suitable terms for your market and respect the different keyword combination options (general matching, sentence matching, exact matching, and reverse matching), they will also follow AdWords' guidelines on quality and best practices suggested by Google. This will maximize the quality score of your keywords and ensure the success of your advertisements.

Keywords, language text strings and the study of "trendy" content in a given location provided us with the basis on which to build our organic multilingual SEO strategy.

 Final considerations

At Translations Universe, this complex, 7-language financial translation project was handled with great professionalism from the point of view of upstream work organization and team management so that the final result was simultaneously correct and straightforward for all the translated versions.

The aspects addressed, from the management to the translation of metadata in the SEO key, were structured in such a way that the content translated and provided to the client was qualitatively close to perfection and usable for use by reference users and compatible with search engines in terms of positioning.

The solution adopted by the client did not entail any additional costs from a project management point of view and the translations were quoted on the basis of cost per word in the technical and financial area.

Enhance your business with Translations Universe: tips for searching and being online

Boost online Translations Universe 1

Enhance your business with Translations Universe: tips for searching and being online

Most users use Google to search more or less efficiently. However, many do not know what to get different search results, you can instruct the search engine to return more relevant results.

Boolean operators

For example, suppose we are looking for information about one of our competitors in a specific market. We can put the Boolean related: operator before our search to find information related to that particular competitor. Before visiting that competitor's page, we may want to search for information within its website, in this case using the operator site: which will return the values searched within that site. The site: function is particularly suitable when we navigate, for example, within Linkedin. This engine, in the free version, returns the link knowledge values up to the 3rd level and may not show us the link we are looking for. With the function site:linkedin.com + role or name of the link, we may see the contact we are looking for. This operator is also useful if you want to search for a specific market: for example, we could narrow our search in the United Kingdom by using the operator site:website.uk to search within an English market. Another important player is filetype: which allows us to search for documents in a given format, e.g. if we were looking for documents in .pdf format, we could use filetype:pdf.

We also remind you that Google allows you to change the navigation language as well as the geographical area where you are starting a search. In this way, we can pretend to be abroad in order to obtain more relevant search results.


Catch the audience we're interested in

The key to being able to intercept the right audience online is certainly to identify targeting priorities. We try to analyze the behavior of our ideal user: do we want to intercept a demand already on the market or launch a new proposal? In this regard we suggest you read the article about our multilingual SEO strategy so that you can act with the aim of structuring your content to be attractive to the users we are interested in. Translations Universe carries out linguistic research so that content is translated using terminologies that have a greater appeal to the target market audience. For example, suppose we want to communicate our company's values in the German market, our team will do specific research, using tools such as SEMRUSH to associate language strategy with marketing strategy and identify content that is attractive to the German user, based on the most searched for queries in that country.

Google trends is also a good tool to evaluate the search interest for certain topics. It provides information on search volumes in real-time. Google Trends data reflects the searches made by users on Google every day but may reflect irregular search activity, such as automated queries associated with attempts to place spam in search results.

In addition, we would like to point out a useful keyword search tool, Ubersuggest, which gives us an idea of the cost per click to start an Ad-words campaign. This tool helps to generate keywords for content marketing strategy, suggests keywords and their relevance by country or location and language. It can also analyze competitors' SEO strategy, content marketing, and social media in order to implement new strategies, refine them and gain an advantage over our competitors.

Your online presence can be conveyed directly through our website, through Google fact sheets or Google My business, through social media or industry marketplaces. Marketplaces are exceptional tools if you want to permeate a particular industry. Remember, however, that often, within marketplaces, there are several competitors, so it will be necessary to operate a brand awareness strategy with the aim of enhancing the quality of your brand in order to distinguish it from competitors. One strategy that we recommend is to tell the stories of the people who work in our company in order to win the trust of our customers and build their loyalty to our know-how.

Other target profiling tools: Audience Insights from Facebook

A valuable tool that supports a user's profiling needs and knowledge of their search habits is Facebook's Audience Insights. This tool allows you to categorize users according to their country of origin, age, gender, like pages in order to know what are their search habits and create interactions according to their interests. Facebook, therefore, allows, through this tool, to define the target market and tell the stories of the brands with useful tools such as video ads or carousels.

Linkedin also offers good systems for launching advertising campaigns and traffic segmentation. Our advice is to start more campaigns that actively contribute to generating leads. For example, we can start two campaigns at the same time: the first one will generate visibility and provide a lower and continuous budget; the second tactical campaign will involve a higher budget but only at a certain time and will lead us to the result we want to achieve (for example at the launch of a promotion.

Analyze data from advertising campaigns

The main tool we recommend to adopt for the study and the strategy based on the collected data is undoubtedly Google Analytics. This valuable tool allows us to track the ROI on advertising campaigns, as well as tracking user activities on our website, social networks, applications and all data related to direct online sales (Google Analytics E-commerce Tool).

This will allow us to listen to the market we are analyzing and intercept its needs, build customer loyalty and acquire contacts. Some noteworthy functions are those we suggest below. We certainly recommend that you activate the e-commerce tracking function that will allow you to display on your dashboard the performance of your e-commerce site, the behavior of users during the purchase, the performance of each product, etc. To activate this function, you must access the administrator panel and enable the function under "E-commerce settings". By default, Google Analytics does not require this function to be active.

Another useful Google Analytics tool that we recommend you use is Benchmarking Reports. It provides us with information about the performance of our online action against benchmarks:

To access benchmarking reports, select the Reports tab, then Public > Benchmarking. Choose one of the following three reports:

  • Channels compare channel data against the benchmarks of each channel in the Default Channel Grouping: Social, Direct, Referral, Organic Search, Paid Search, Display Advertising, Email.
  • Location compares country/area data against benchmarks for each of the countries/areas from which you receive traffic.
  • Devices compare device data against benchmarks for traffic on desktop computers, mobile devices, and tablets.

Comparison with benchmarks

Use the selection menus at the top of each report to define the benchmark against which to compare data.

  • Industry Top (required): Choose from more than 1600 industry categories.
  • Daily visit size (required): Choose from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your sector.
  • The geographical location (optional): limit your benchmarking data to a specific country or area by selecting a geographical location.

Why Story-telling?

Story telling customer journey market abroad


Why Story-telling?

Story-telling is a narrative technique that creates emotion and involvement and conveys values in an authentic and coherent way to capture the audience's attention. It allows to speak the same language as our interlocutor and engage the audience, whether predefined or induced to behaviour (e.g. purchasing).

Story-telling is a narrative capital that allows a company to improve itself, to look at the world around it in a different way in order to understand its identity, its history and the corporate culture that distinguishes it. It also allows a company to express its potential, those of its product and to activate certain behaviors that will create appeal in the target audience.

In recent years, story-telling has become a competitive element for companies, becoming a necessary feature to enter a market. We tell the characteristics of our brand to a distinct audience, made up of people in order to understand the feelings of those we are naming. It is, therefore, necessary to conduct a qualitative analysis in order to listen to the state of mind of the people we are addressing in order to understand their momentum. In doing so, we will be able to create identification with our target user and engage with their need (Customer Life Journey).

We, therefore, draw the narrative profile of the target audience in order to build a suitable offer for it.

How to Story-telling?

Following the qualitative analysis mentioned above, it is necessary to conduct responsible story-telling while maintaining consistency with what is being told.

We prefer the intangible element related to our product or service placing its characteristics in a specific reference market. In the case of international markets, it is good practice to conduct a study of the culture and characteristics related to the country in which you operate.

The cultural dimension takes on fundamental characteristics in order to aim to compete in the reality in which it is constituted. Among the key elements that we can take into consideration to analyze the culture of a country and its market we find them:

  • Sense of the local hierarchy in order to be able to aim for top management;
  • The opposition between community and individuality;
  • Analysis of relationships (Short term vs. Long term);
  • Analysis of the type of society related to gender issues (Masculinity vs Femininity);

The elements listed above can be merged in order to create clusters to be applied to the communication to be adopted as a business strategy.

We strictly avoid to be guided by stereotypes and prejudices and we prefer inclusive behavior that leads to the understanding of the cultural aspects of the market in which one's business reality is told. In addition to communicative elements, we pay attention to verbal and non-verbal language in order to avoid misunderstandings.

Flexibility is the key to selling a product or service and embracing local business policies.

On a practical level, the narrative technique of story-telling can be expressed through digital tools. We want to deepen the communication of corporate values through the online blog. Using a blog creates visibility for the company online and generates opportunities for customer acquisition and therefore sales. The blog must be consistent with the reality that is told, it must be original and follow the linguistic and stylistic style of the context that is narrated. The main search engines prefer original content and are hungry for SEO-friendly meta-contents. It is, therefore, appropriate to identify keywords and meta-descriptions to be fed to the CMS that hosts the blog in order to make our pages and, consequently, our products or services more attractive to search engines.


Customer Life Journey = Hero’s Journey

The author who approaches Story-telling and narrates a company reality, in this case, the corporate one, creates story-telling, a world in which we understand who we are and how to tell ourselves. It will, therefore, be good practice to create a Storyboard like the one that distinguishes the journey of a superhero ("Hero with a thousand faces" J. Campbell).

The hero that we can associate with the reality of our company, makes an adventure that begins with a call to action (we can compare it with the need for corporate change), this vocation is opposed to the refusal (obstacle to change - e.g. finances). He will, therefore, have to face his antagonist (e.g. identify the price of a product abroad), carry out tests that will lead him to victory and to obtaining a reward (e.g. to establish profitable relationships with the operators of the reference market).

The journey is the basis of the narrative. There must be the right tension in order to make the narrative appealing and transfer it to the context in which it operates and enhance the emotions that reign in it.

Making parallelism with the hero's journey, transposing it to one's own reality can be an excellent starting point to be able to connect to an audience and the ideal user: the key is the identification.

Enhancing the brand through story-telling

A brand can be considered, on an international level, as a sound that identifies the characteristics of a company and its values. We, therefore, use this narrative tool to tell trends, activities, and experiences related to the product or service offered by our company, the qualities of our workforce, the aesthetics and design that distinguishes us and the set of values that we want to put on the market.

A brand can grow regardless of the value of the product. However, we must be able to build the identity of our brand through an industrial strategy that allows us to transfer the value to the markets (following an analysis of the needs, culture, history, and morphology of the country in which we operate).

We, therefore, work with a view to increasing the economic value of the brand and the emotions it conveys. The intangible characteristics are those that will allow us to sell the product at a higher price than the competition by acting on the value perceived by the end-user. The big brands have achieved success because they have been able to reinvent themselves, to understand our way of life and to influence the purchasing dynamics that we perform, sometimes unconsciously, every day.

Remember that the brand is what is in the consumer's mind and expresses tradition, awareness, history, and reputation of who we are and gives our products (or services) distinctive value that increases the perception of the brand itself.

A well-constructed and well-narrated brand is immediately recognized and evokes feelings in the user (e.g. we associate the Ferrari brand with luxury). The brand is a representation of itself, of the way we want our image to be perceived and combines tangible and intangible elements (Emotions, utility, gratification, etc.) in order to communicate success.