Language. The secret behind IKEA's success

How does a well known household brand ensure that it consistently projects a strong brand image on the global stage? You might think you need to translate your all your content – particularly your product names – into local languages. But not always. Take IKEA as an example. The company’s products are listed in Swedish across many of its foreign language websites, including France, UK and Spain. In this episode of Globally Speaking we speak to Anna Golubeva, Translation Specialist from IKEA translation team, about the approach they take to engaging with international audiences, the role of language and how – despite not translating all their content – they’re still able to unlock global understanding.