This site uses cookies. Some of these cookies are essential to the operation of the site, while others help to improve your experience by providing insights into how the site is being used. For more information, please see the ProZ.com privacy policy.
Cookie settings
H.S.
bien conformado/a

Glossary entry

Spanish term or phrase:

apalanque la marca

English translation:

for the brand to become firmly rooted

Added to glossary by Eileen Brophy
Jun 5, 2017 21:04
7 yrs ago
2 viewers *
Spanish term

apalanque la marca

Spanish to English Marketing Marketing Cat food market research
This is the text:

Cualquier territorio en el que se apalanque la marca va a suponer
un importante esfuerzo de liderazgo y de comunicación

"Apalancar" means lever/levarage, but I do not see how that is related to this text.

Any help would be greatly appreciated.

Thanks
Proposed translations (English)
3 +3 for the brand to become firmly rooted
4 +1 the brand has a leveraging strategy
4 +1 Leverage the brand

Discussion

Robert Forstag Jun 7, 2017:
@Eileen For what it's worth, I think that my suggestion represents an accurate translation of the posted source text, and I don't think that your client's response suggests that "leverage" in the specific marketing sense was implied here.

If you don't care for "become firmly rooted," then any of a number of synonymous expressions will serve e.g., ("become established," "gain traction," "secure a foothold"). But this seems to be the intended sense.

My opinion only, of course. If you still feel unsure, you might want to check with native Spanish speakers familiar with marketing lingo and see what their take is.
Eileen Brophy (asker) Jun 7, 2017:
@Robert Forstag So your "rooted" answer is appropriate you think Robert?
Robert Forstag Jun 7, 2017:
@Eileen Thanks for the update! The response that you received doesn't strike me as especially illuminating but, as far as I can tell, it does not suggest that anything more than a general meaning (along the lines of "establishing and strengthening the presence of") is intended here.
Eileen Brophy (asker) Jun 7, 2017:
This is what I have been told by my client about
apalanque la marca = en el que se apoye la marca, en el que la marca fundamente su estrategia…etc…
Robert Forstag Jun 6, 2017:
@Eileen In that case, your client might not even know that "leverage/apalancar" has a specific meaning in a marketing context (which would support my hunch thar the intended meaning is general here and that the company is entering the market and does not already have a presence there).

In the end, all you really need to know from the client in order to decide on an adequate translation here is whether it has an existing presence in the market in question. If so, then Neil's suggestion would be indicated.
Eileen Brophy (asker) Jun 6, 2017:
@Robert Forstag Even my client is not sure of the meaning!! So I will have to wait for them to investigate what they want to say and then decide. :-0((
Robert Forstag Jun 6, 2017:
@Eileen You ought to be able to discern the intended meaning either on the basis of available information (is it evident that the client already has a presence in the market in question to "leverage"?) or by contacting the client.
neilmac Jun 6, 2017:
Polysemy If you run a search for "negocio se apalanca", you can find texts where the meaning is different depending on the context and intention of the person using the expression.
Robert Forstag Jun 5, 2017:
"Leverage" For "leverage" to make sense here, I think that the brand in question would already need to have been established in the territory where the product or product line is to be introduced.

Proposed translations

+3
10 mins
Selected

for the brand to become firmly rooted

Or "established."

Determined leadership and effective communication will be required for the brand to become firmly rooted in a particular area.
Peer comment(s):
agree neilmac : Now in hindsight, this is probably what they mean in the context...
7 mins
My take is that the intended sense is general. Thanks, mate!
agree Adoración Bodoque Martínez
9 mins
Gracias, Adoración.
agree Domingo Trassens : Good!
14 mins
Gracias, Domingo.
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thank you very much Robert "
+1
4 hrs
Spanish term (edited): se apalanque la marca

the brand has a leveraging strategy

A brand leveraging strategy uses the power of an existing brand name to support a company’s entry into a new, but related, product category. For example, the manufacturer of Mr. Coffee™ coffee makers used its brand name strength to launch Mr. Coffee™ brand coffee
Peer comment(s):
neutral Robert Forstag : This indeed is what leveraging is (as I indicated in my comment yesterday). The question is whether "leverage" is the intended meaning here. The Asker should be in a posiion to know or discover this.
8 hrs
agree Maria-Fernanda Escudero
2 days 2 hrs
Something went wrong...
+1
6 mins

Leverage the brand

Literally.

--------------------------------------------------
Note added at 7 mins (2017-06-05 21:12:16 GMT)
--------------------------------------------------

https://www.inc.com/sujan-patel/how-to-leverage-the-brand-bu...

--------------------------------------------------
Note added at 7 mins (2017-06-05 21:12:38 GMT)
--------------------------------------------------

http://www.linguee.com/english-spanish/translation/leverage ...

--------------------------------------------------
Note added at 8 mins (2017-06-05 21:13:29 GMT)
--------------------------------------------------

In marketing speak, they sometimes use "leverage" to mean promote. I'm not keen on this type of usage myself, but there you go.

--------------------------------------------------
Note added at 11 mins (2017-06-05 21:16:04 GMT)
--------------------------------------------------

Sorry, my initial take could be mistaken, because another meaning of "apalancarse" means to get bogged down, stuck in the doldrums, slow down etc, so what they are actually saying in the sentences: "Any territory in which the brand gets bogged down will call for significant efforts in leadership and communication" (to re-stimulate the brand.

--------------------------------------------------
Note added at 13 mins (2017-06-05 21:17:44 GMT)
--------------------------------------------------

Or "Any territory in which the brand slows down..."



--------------------------------------------------
Note added at 14 mins (2017-06-05 21:19:38 GMT)
--------------------------------------------------

The expression is often used about people here who come to Valencia initially "just passing through" but end up staying, like several people including myself.

"Cuando hay confianza, la gente se apalanca."

--------------------------------------------------
Note added at 16 mins (2017-06-05 21:21:13 GMT)
--------------------------------------------------

Cat examkple:
http://economiapuntes.blogspot.com.es/2013/02/que-es-el-apal...

--------------------------------------------------
Note added at 10 hrs (2017-06-06 07:34:51 GMT)
--------------------------------------------------

OK folks. Now we know it could mean establishing the brand, as in Roberts solution; or it could mean leveraging (or promoting/boosting) the brand; or, as in my second suggestion, it could mean the brand has somehow run out of steam and so requires extra effort to get things back on track. I think you really need to ask the client what their intention is.
Note from asker:
Marketing writers like to use freaky expressions it seems neilmac. :-0(( Thanks for your help
Thanks for your comments neilmac, but I am going to have to ask my client exactly what they want to say by using apalancarse, because you and Robert have offered two completely different meanings of the word and I have to be sure which is the option, according to the message that the original source text wants to transmit
Peer comment(s):
agree Mary Gardner Hume
15 mins
Thanks for your vote of confidence... But now I'm not sure which meaning is intended in the query context....
Something went wrong...
Close search
Term search
  • All of ProZ.com
  • Term search
  • Jobs
  • Forums
  • Multiple search