133: Language. The secret behind IKEA's success

April 13, 2023

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.

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Anna Golubeva

Anna Golubeva

Translation Specialist, Inter IKEA Systems B.V

Anna has more than 15 years of experience in the fields of communication, knowledge management, digitalization and marketing. Her background is in education, linguistics and intercultural communication at Moscow Pedagogical University. Anna enjoys working with languages for the life-at-home brand, as there are so many opportunities and challenges. Having previous experience in retail, marketing and production management, she is currently focusing on multilanguage initiatives at Inter IKEA Systems B.V., a worldwide IKEA franchisor to connect language topics with the business agenda and enable the reach of the brand for more people in the world.


Marine Esquenet

Marine Esquenet

Social Media Specialist, RWS Group

Marine is RWS’s Social Media Specialist, responsible for developing and implementing the company’s global social media strategy.

After graduating as a translator from German and English into French, Marine did her internship at RWS in Berlin as a translator and terminologist. After her internship, she continued to work for the RWS Berlin office as a technical translator for 5 years while continuing to learn about marketing and social media. She then did some consulting for RWS as a social media specialist and became RWS’s social media manager in 2021, managing the company social media channels and community.

Marine has a degree in translation and terminology from the UCLouvain in Belgium. In her free time, she enjoys learning foreign languages, doing sport and taking a walk in the sun to discover cute coffee places. She is based in Madrid, Spain.

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