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Ich bin ein erfahrener, staatlich geprüfter Übersetzer für Deutsch-Englisch - let's work together!
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Freelance translator and/or interpreter, Verified site user
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Subtitling, Copywriting, Transcreation, Native speaker conversation, Translation, Editing/proofreading, Website localization, Software localization, Language instruction, Training
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Specializes in:
Management
SAP
Internet, e-Commerce
Advertising / Public Relations
Journalism
Business/Commerce (general)
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Sample translations submitted: 1
German to English: XXX sharpens up its image General field: Marketing Detailed field: Advertising / Public Relations
Source text - German XXX schärft sein Profil
Wir sind „Experten aus Leidenschaft“ – mit diesem kraftvollen, dynamischen Slogan hebt sich XXX von seinen Mitbewerbern ab. Im heiß umkämpften Markt setzt XXX nicht nur auf harte Fakten, sondern auch auf emotionale Faktoren. Eine Imageanalyse vom Frühjahr 2012 bestätigte: Der Slogan hat enormes Potenzial. Grund genug, einen Blick zurück und in die Zukunft der Marke XXX zu werfen.
„Wir werden unser Marken-Image als Experten aus Leidenschaft weiter ausbauen. Kunden, Mitarbeiter und Partner nehmen uns als vertrauenswürdig und innovativ wahr.“ – Dies hat sich XXX in der XXX Strategie mit Beginn des Geschäftsjahres 2007/2008 zum Ziel gesetzt. Eine vertrauenswürdige Marke zu schaffen, sah die Geschäftsführung als wichtige und unentbehrliche Säule einer neuen Strategie an, die für dynamisches und profitables Wachstum steht. Denn eine starke Marke kann Kaufentscheidungen maßgeblich beeinflussen.
Wie der Claim entstand
Die Arbeit am Markenimage begann 2008. Bis dahin hatte XXX in der Kommunikation stets seine fachliche Kompetenz in den Vordergrund gestellt. Die Markenidentität war produktorientiert und der Außenauftritt mutete nüchtern und sachlich an. In der Branche des Direktvertriebs von Kleinteilen, Werkzeugen und Verbrauchsmaterialien trägt eine solche Markenidentität jedoch nicht mehr dazu bei, XXX von seinen Mitbewerbern abzuheben. Denn die Wettbewerber verfolgen die gleiche Strategie: Jeder Anbieter strebt danach, seine Expertise herauszustellen. Dabei ist es für alle Anbieter schwierig, die Unterschiede zwischen ihren Produkten zu vermitteln und echte Innovationen profitabel umzusetzen.
Nachdem man diese Erkenntnisse gewonnen hatte, entschied sich XXX, die Markenidentität neu zu überdenken. Nach einer umfassenden Analyse, in die Ergebnisse aus Befragungen von Kunden und potenziellen Kunden sowie das Feedback aller Geschäftsführer und Holdingabteilungsleiter mit einflossen, wurde der Markenkern neu definiert. Kundenbefragungen hatten immer wieder bestätigt, dass XXX nicht nur für Kompetenz, sondern auch für Partnerschaft und Sympathie steht. Es wurde erkannt, dass sich XXX genau durch diese emotionalen Werte vom Wettbewerb unterschied. Der Claim „Experten aus Leidenschaft“ wurde geboren. Der Sympathieführer der Branche zu werden, war das neue Ziel.
Translation - English XXX sharpens up its image
We’re “Passionate Experts” - with this powerful, dynamic slogan (“Experten aus Leidenschaft” in German), XXX sets itself apart from its competitors. In a fiercely contested market, XXX doesn't just rely on hard facts - it also draws on emotional aspects. An analysis of the company’s image in early 2012 confirmed that the slogan had enormous potential. It’s a good reason to take a look back at the XXX brand and to consider its future.
“We will continue to develop our brand identity as being passionate experts. Customers, employees and partners perceive us as trustworthy and innovative.” This was the goal that XXX set itself in its strategy, beginning with the 2007/2008 financial year. The management saw creating a trustworthy brand as an important and indispensable pillar of a new strategy, which aims for strong and profitable growth. The driver was the fact that a strong brand can significantly influence purchasing decisions.
How the motto was created
The work on the brand image began in 2008. Up until this point, XXX had always emphasised its technical expertise in its communications. The brand identity was product-oriented and its external image came across as rational and factual. But in the direct sales industry for small parts, tools and consumables, this kind of brand identity no longer serves to distinguish XXX from its competitors. The reason is that competitors are pursuing the same strategy, with each of them trying to highlight their technical expertise. This similarity in strategies makes it difficult for all vendors to communicate the differences between their products and to launch genuine innovations profitably.
After gaining these insights, XXX decided to re-think its brand identity. Extensive analysis brought together findings from surveys of customers and potential customers, as well as the feedback of all managers and divisional heads in the holding company. Following this, the brand essence was redefined. Customer surveys confirmed again and again that XXX did not just stand for technical expertise, but also for partnership and affinity. It was recognised that XXX differed from the competition precisely because of these emotional values. The slogan “Experten aus Leidenschaft” (“Passionate Experts”) was born. The new goal was to become the industry’s most likeable player.
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Translation education
Other - Chartered Institute of Linguists
Experience
Years of experience: 15. Registered at ProZ.com: Jul 2017.
German to English (Institute of Linguists Educational Trust (Chartered Institute of Linguists), verified) German to English (German Courts) German to English (Hessische Lehrkräfteakademie, verified)
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Adobe Acrobat, Microsoft Excel, Microsoft Office Pro, Microsoft Word, Powerpoint, Trados Studio, Wordbee, XTM
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Bio
Hi. I’m Geoffrey Miller.
I’m a qualified translator in Germany and the United Kingdom for German.
I translate written texts from German into my native language, English.
I specialise in translating texts in the business, marketing, finance and legal fields.
I’m also a sworn (certified) translator, authorised by the President
of the Higher Regional Court of Koblenz for judiciary matters in the
state of Rhineland-Palatinate, Germany.
I’m a New Zealander and native English speaker. I also lived in Germany for many years.
Please contact me if you have any questions - I'd love to help you.
Keywords: German, New Zealand, marketing, politics, business, marketing, legal, finance, contracts, management. See more.German, New Zealand, marketing, politics, business, marketing, legal, finance, contracts, management, PowerPoint, Excel, Word, Trados, SDL, XTM. See less.
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