Glossary
Translation memory
Translation memory (TM) is a database of previously approved source and target segments. When similar copy appears again, the system suggests or reuses the approved translation so product names, claims, and UI strings stay consistent over time.
Why it matters
Without TM, every campaign reinvents wording and drifts from brand standards. TM cuts cost, speeds review, and protects regulatory language. Nativ searches and updates TM alongside brand voice so creative localisation stays consistent at scale.
TM inside cultural localisation
TM is necessary but not sufficient for marketing creatives. It locks terminology. Culturalisation still decides tone, imagery, and when a line needs transcreation instead of reuse.
Promote reviewer corrections into TM deliberately. Noise in TM becomes permanent brand debt.
Related terms
Localise with brand voice intact
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