Davis, California - Locobyte trainer and principal consultant Yu Zhang will speak at the LISA Forum, June 28-July 1, 2010, in Suzhou, China. The LISA Forum has been the premier business and technical conference in the globalization industry since 1991. By the theme "Building global-ready products and organizations", this year's LISA Forum China will feature speakers from leading localization users such as Adobe, Cisco, Hewlett-Packard, IBM and Intel, as well as experts from top suppliers of the localization industry. Presenting Locobyte, a California based localization researching, training and consulting firm, Yu Zhang will address the issue of commercial and brand name localization at the forum.
About The Presentation
Commercial and brand names are among the most valuable intellectual properties companies can capitalize on, yet the values of these names are the most language- and culture-sensitive ones. However, for many global companies the common practice is to keep all commercial and brand names in English, regardless of where or in what language products are sold. In this presentation Mr. Yu Zhang will explain why this practice is not ideal and discuss how commercial and brand names should be localized differently for alphabetic, syllabic, and ideographic languages. He will present case studies, both positive and negative, from various well-known brands and discuss his own experience with localizing brand names into Chinese. The presentation will focus on alphabetic (European), syllabic (Japanese and Korean), and ideographic (Chinese) languages, and discuss the specific requirements for each type to arrive at both general and specific guidelines for localizing these sorts of names.
About LISA
Since 1990, the Localization Industry Standards Association (LISA) has been helping companies enable global business. LISA is the premier not-for-profit organization in the world for individuals, businesses, associations, and standards organizations involved in language and language technology worldwide. LISA brings together IT manufacturers, translation and localization solutions providers, and internationalization professionals, as well as increasing numbers of vertical market corporations with an international business focus in finance, banking, manufacturing, health care, energy and communications. Together, these entities help LISA establish best practice guidelines and language technology standards for enterprise globalization. LISA offers other services in the form of standards initiatives, Special Interest Groups, conferences and training programs which help companies implement efficient international business models to provide a return on investment for their Globalization, Internationalization, Localization, and Translation (GILT) efforts.
About Locobyte
Locobyte is a California based localization researching, training and consulting firm. Having evolved from a tradition of international technical communication excellence and a history of satisfying over fifty Fortune 500 companies from diversified industries, Locobyte helps its clients enter and expand global markets effectively and efficiently. Covering a spectrum of localization process and quality management key issues, the LOCOBYTE Localization Seminars™ are packed with Locobyte's pioneering studies and know-hows and provides real-world localization solutions that ensure results and a competitive edge. While providing training and consultation on the localization principles that apply to all languages and locales, Locobyte especially capitalizing on its exceptional strength in identifying, understanding and answering the unique and tremendous challenges of localizing between the English and Chinese languages. In additional to serving client needs, Locobyte aligns its efforts with the localization industries' goal of promoting localization qualities and standardization.
About Yu Zhang
Locobyte trainer and principal consultant Yu Zhang has sixteen years of hands-on experience that combines varied localization roles from both vendor and buyer sides. A co-founder of Locobyte, he has also been an internal localization trainer and trademark/brand name localization committee member at Intel, localization reviewer and linguist/MT evaluator at Cisco, localization authoring, testing and production contractor at Apple, and localization consultant for other leading companies from diversified industries. Formerly a Rockefeller Fellow in molecular biology with solid training in sciences, Yu has been engaged in analytical studies on some key localization processes, has gained in-depth understanding of the principles underlying these processes, and has been applying these original studies in the design of the LOCOBYTE Localization Seminars™. Yu was born in China, educated at Peking University, the Chinese Academy of Sciences and the University of California at Berkeley, and currently lives in northern California.
Forum Link:
LISA China Focus: Building Global-Ready Products and Organizations
Contact Yu Zhang:
yzhang@locobyte.com
Davis, California, USA