To sue companies for compensation because of infringement of license rights has become a profitable business model over the past years. Often, there is one and the same cause for the infringement of license rights: media assets like images, video and audio files are bought decentralized and saved on local computers. Even though many companies know about this fact, they often don’t know how to deal with license rights in a professional way. This results in various negative effects: companies don’t have an overview of the type and amount of media objects circulating through their departments. They also don’t know the actual demand for media assets nor for what purpose they are allowed to be used. In addition, images are often over-licensed or under-licensed, which leads to unnecessary costs.
The questions of how to make global brands a success in local markets and how to adapt global brand management and all of the marketing communication it entails to the needs of local markets are of huge significance. Anyone who thinks that adapting marketing communication to local markets is as simple as translating the advertising material and other content into the relevant target languages is barking up the wrong tree. Translators are usually language experts who at best know a little about the specific details of the subject, and at worse know absolutely nothing. And even a translation that is technically correct is still a long way from being effective. A marketing text has to speak the language of the target group in not just a literal sense, but in a figurative sense, too.